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92.7 BIG FM

MAKING YOUR MARKETING DOLLAR WORK SMARTER

WHO’S LISTENING?

Sources: RAM Multi-media Establishment Survey 2013

JUST ABOUT

EVERYONE!

79% of INDIANS

across 89 cities

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DELIVERING REACH AND FREQUENCY

RADIO WORKS!

•Radio & TV delivers equivalent REACH

PEAK RADIO LISTENERSHIP IS ALMOST EQUAL TO PEAK TV REACH

REACHING OUT

2827

RADIO TV

Source: TAM & RAM, TG: TV-CS 10+ & Radio – All 12+, Markets: 8 Metros, Period: Wk6-13’12

(In Millions)

•Radio & TV enjoy similar demographics.

SIMILARAUDIENCES

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SALIENCE

RADIO ENSURES BRAND PRESENCE ACROSS DAYPARTS

vis a vis COMPETITION

• Radio drives BRAND SALIENCE with a greater Share of Mind and higher spend efficiencies

Source: IRS

% Audience Dispersion TV

Newspaper

Radio Internet

Early Morning5 33 18 2

Breakfast to Lunch6 38 18 21

Post Lunch21 23 21 51

Evening to Dinner37 6 31 24

After Dinner32 1 12 3

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EFFICIENCIESOvercoming the Long Tail

• Radio stations have HIGHER REACH than several genres of TV

• Radio helps OVERCOME the FRAGMENTATION in a TV plan

• Radio reach in HINDI SPEAKING MARKETS beats Hindi News & Hini Music

Sources: TAM CS15+ & IRS Q4’12

RADIO DELIVERS GREATER REACH THAN SEVERAL TV GENRES

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BETTER CHOICEVis a vis key TV genres

• Radio enables you to talk to more audiences in your Target Group

•Delivers equivalent reach compared to Hindi movies as a genre and between 1.5X TO 6X REACH compared to popular genres such as Sports, Eng GEC & News

Sources: TAM CS15+ & IRS Q4’12

RADIO DELIVERS MULTIPLES OF REACH

• Sample media plan of Rs 1 Crore for both mediums•A 4 week plan in the 4 Metros•Top 3 TV Channels from News, Music & English entertainment taken.•Radio – Top 3 stations/city

RADIO REACHES 31% OF THE UNIVERSE AT 3+ ACROSS THE 4 METROS AS COMPARED TO 7% REACHED BY TV

REACH FREQUENCY COMPARISON

1+ Reach % 3+ Reach %0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50% 47%

31%29%

7%

RADIOTV

REACH% OF THE UNIVERSE

GREATER ADDRESSABILITY

TG: 25-44 A MF, MKT: DELHI, MUMBAI, BANGALORE, KOLKATA, WEEK: 31-34

• Sample media plan of Rs 1 Crore for both mediums•A 4 week plan in the 4 Metros•Top 3 TV Channels from News, Music & English entertainment taken.•Radio – Top 3 stations/city

THE AVERAGE FREQUENCY DELIVERED BY RADIO IS MORE THAN DOUBLE THAT OF TV

REACH FREQUENCY COMPARISON

AVG FREQUENCY

RADIO TV0

1

2

3

4

5

6

7

5.8

2.1

HIGHER OPPORTUNITY TO SEE

TG: 25-44 A MF, MKT: DELHI, MUMBAI, BANGALORE, KOLKATA, WEEK: 31-34

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RETURN ON INVESTMENTSBetter Bang for your Buck

• The top radio stations offer a 60-100% ADVANTAGE in Cost Per Thousand as compared to the top Hindi GECs

ADVANTAGE IN CPT TERMS

Basis:Radio: 12 spots per day, 7 days a week, 30 second spots & market rates. TG12+TV: Rs.50 lacs spent on the channels for 4 weeks campaign. TG MF15-44 SEC ABC

Sources: TAM & IRS Q4’12

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EFFECTIVENESS

• Radio ensures delivery against your planned SHARE OF VOICE

• Radio complements both the REACH & FREQUENCY objectives of any brand campaign

• With ADDED BENEFITS• Control by

Time of Day and/orDay of Week• Reach people Out of Home• Geo-Targeting• Higher rotate on messages

RADIO FULFILLS MULTIPLE ROLES IN THE MARKETING PLAN

Word of MouthSocial NetworkingAwarenessBrand Equity InteractivityPromotion

AUDIENCE

MASSREACH

LOCALAPPEA

L

TIMESPENT

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FY12-13

WHO’S SPENDING ON RADIO

S.O.V ON RADIO BY CATEGORY

14Sources: Adex Data FY12-13

The traditional advertisers are all here – leveraging Radio for varied objectives including but not limited to

FMCG for Top of mind, brand engagement

Service sector using radio for

Real estate for lead generation

Retail for driving sampling & foot falls

Telecom for information & engagement

EVERYONES HERE…ARE YOU?

FMCG sector is the largest spender on Radio with brands across the product spectrum using it to meet their objectives.

Some key advertisers -

Procter & GambleHindustan Lever LtdCoca Cola India LtdCadburys India LtdPepsi Co India Holdings ITC LtdGodrej Sara Lee LtdRaja Biscuits Industries Ltd Johnson & Johnson LtdReckitt Benckiser (India) Ltd

Sources: Adex Data FY12-13

FMCGTHE BIG SPENDERS

Sources: Adex Data FY12-13

RETAILTHE BIG SPENDERS Pantaloons Retail India

Ltd Reliance Retail Ltd Lifestyle Rathna Fan House RmKv Silks Infiniti Retail Ltd Vasanth & Co Titan Industries Ltd Pai Intl

ORGANISED RETAIL HAS A GREATER SoV ON RADIO

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SUMMING UP Radio as a medium helps ensure your marketing and brand objectives are met

SO WHY

RADIO?

Reach and Frequency Radio outstrips other media in terms of house-hold penetration

360 degree engagement Performs multiple roles in your marketing plan – drives engagement with your

audiences, can be used for targeted geographic/ audiences & gives Activations capabilities

Impact Giving brand salience throughout day-parts therefore heightening long-term

property associations

Cost efficiency Delivers better CPT than a whole lot of other media vehicles

SO WHERE DO WE COME IN?

RADIOWorks!

Ok

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Operates FM Radio in

45 cities and reaches

1200 towns and 52,000 villages

and over 200 million

Indians

Operates a bouquet

of channels across

the English Entertainment &

Regional Ent space

Creating IP Events

& Content

WHO ARE WE?

92.7 BIG FM

•Part of RBNL, India’s leading media conglomerate

•We are lead players in all markets that we operate• Leader across Delhi, B’lore and Kolkata• No.1or 2 in 29 markets

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WHY US?• Every 3rd mass product consumer in the

metros is OUR LISTENER

• UNBEATABLE REACH in the 4 key metros

amongst the well settled and the well heeled

• We reach out to the maximum Hindi speaking

consumers with our network of 45 stations

across India

BIG ON PRESENCEWhere it matters

•Our radio presence

across the country

helps EXTRACT THE

BEST in terms of

market weights in

terms of REACH &

GVTs

BIG FM STATION PRESENCE COVERS FOR UPTO 84% OF TV UNIVERSE

Base Universe:25.98Crs /Total GVTs 18089Mn GVTs

Sources: TAM Universe Data (4wk Average of Reach & GVTs)

BIG ON PERFORMANCELeaders in RAM Markets

• BIG FM is a consistent

performer across

markets that carry

the highest media

weights

Kolkata’s No.1

Bangalore’s No.1

Delhi’s No.1

Source :RAM WK28Mon- Sun 12am-12am

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BIG ON DELIVERYWe truly deliver DELHI

•4X reach compared

to Mirchi at 5+

•1.5X reach

compared to Fever at

5+

•Consistently #1 at

any reach frequency

level

Source :RAM WK 22-2512-34 Mon- Sun 12am-12am

Cume(‘000)

Share

Source :RAM, All 12 + Mon- Sun 12am-12am

TSL

BIG ON GROWTH

Outpacing others in

Delhi

• 2.5X growth in share

BIG FM has made larger

strides than any of its

competitors in Delhi

• 48% increase in reach

• 66% increase in TSL

• Reaching the # 1 spot

with a peak listenership

of 79L during Wk28’13

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BIG OVER COMPETITIONBIG v/s MIRCHI

• 92.7 BIG FM delivers

better against Mirchi

across the RAM

Markets

Delhi Kolkata

Bangalore Mumbai

Source :RAM WK28Mon- Sun 12am-12am

BIG OVER COMPETITIONBIG v/s MIRCHI

…and in the IRS markets

•Wider presence &

reach in the Hindi

Speaking Markets

9921*

8635*

Cumes

Source IRS Q4 2012 *RAM MARKETS NOT INCLUDED

BIG ON RETURNSBIG v/s MIRCHI

• 92.7 BIG FM delivers

BETTER CPTs across

the key metros

•Mirchi CPTs are upto

5X higher as

compared BIG in a

key market like Delhi

Sources: RAM & RS Q4 2012

Calculations at Estimated Market Rates

1 week campaign of 12 spots per day in

metros 7 days a week, 30 second spots

BIG ON ODDSPower of 2 in PUNJAB

•Our combined TV &

Radio presence in

Punjab gives us the

edge over options

REACH (000)

BIG ON BENEFITSUnbeatable proposition

• One stop shop –

service efficiencies for

your brand

• Common properties

across platforms –

increase brand salience

• Get the multiplier effect

– boost campaign

effectiveness

AMRITSAR

LUDHIANA

PATIALA

CHANDIGARH

JALANDHAR

TV BROADCASTACROSS THE

STATE

REACHING YOUR CONSUMERS ACROSS

VILLAGES, CITIES AND TOWNS IN PUNJAB

1 2 , 7 0 0  

• Music Station

formats that are

designed to cater to

the needs of the city

•Celebrity led shows,

that set a

benchmark

BIG ONINNOVATION

RJ KARIZMA KAPOOROn BIG MEMSAAB a one of its kind Radio magazine show, airing in the mid-afternoon across all HSM Markets featuring the Bollywood Diva Karizma Kapoor

RJ ANNU KAPOORDebuting at #1 in its time-band, SUHAANA SAFAR with Annu Kapoor adds a new dimension to music experience. Bringing “Filmy duniya ki kahi ankahi kahaniyan” alive in his inimitable style.

RJ NEELESH MISRAA first ever on radio, YAADON KA IDIOT BOX, a radio show in a novella format takes the listener on a journey, with a musical story-telling format on love, separation, and relationships

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BIG IMPACTNow in it’s 6th Season

The BIG Green Ganesha is one of our most talked, most appreciated and most awarded initiatives.Our effort to create a mass campaign to bring to fore an environmental issue has met phenomenal success. Some numbers: • Over 11 TONNES of

newspapers collected• Touching 1.5CRORE

people• Collaborating with over

350 CIVIC BODIES• 35 LAKH DEVOTEES• 200 CELEBRITIES joined

us in support

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BIG SURROUNDImpact Properties

92.7 BIG FM is the undisputed leader when it comes to offering brands INTEGRATED PLATFORM services that deliver LONG TERM VALUE

With a successful lineage of having executed over 40 different properties ACROSS GENRES AND GEOGRAPHIES

• Entertainment Awards• Music Awards• Television Awards• Talent Hunts

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BIG ON EXECUTIONMass Engagement

Brands repose their trust with us for executing larger than life ideas.

The Safety Run was conceived as an idea for Total to establish their brand in India • The run was held

across 21 CITIES SIMULTANEOUSLY• 35000 PEOPLE

participated in the run• Organized with over

500 ALLIANCES

To create buzz for Whirlpool’s new refrigerator(Neo I chill) and motivate Trade Dealers, BIG FM Delhi created a special property called “BIG GARMI KI CHUTTI” involving extensive on-air and on-ground elements designed to give Delhiites a chance to win a Refrigerators throughout the month and enjoy with BIG FM RJs at Dealer points .

BIG GARMI KI CHUTTI

WITH WHIRLPOOL

To meet Mirosoft’s objective of engaging consumers across multiple platforms with an aim to showcase the best of Windows 8- UI, BIG FM created an extensive 360 degree plan which included on air and on ground and digital promotions. It resulted in more than 1.30 L demos over a period of 6 days.

MICROSOFTWINDOWS 8

LAUNCH

BIG ONACTIVATIONSActivating Brand

Ideas

•We help our client brands not just to reach their audiences but also ENGAGE with them

• With our CREATIVE SOLUTIONS we create compelling ideas that ensure the brands meet their desired objectives

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SUMMING UP • When it comes to radio in India, 92.7 BIG FM is the Largest FM network and your ideal choice– 45 stations reaching over 4.3Cr listeners across

1200+towns– #1 station in Delhi, Bangalore & Kolkata– Widest presence and reach in Hindi Speaking

Markets– Offers a powerful combination along with its TV

channels Spark Punjabi & BIG Magic– Better CPTs ensure great return on marketing

investment

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BIG CASESTUDIES

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LUX BIG STARA First Ever Integration

• This was the first time that the brand integrated into FM programming

To bring alive/refresh the LUX connect of being the BEAUTY SOAP of the STARS through the ages

To engage listeners with the profiles of the LUX Beauties on BIG STAR a syndicated show across HSM on 92.7 BIG FM.

STRATEGY OBJECTIVE

Dedicated 1 hour show alotted only to LUX across 16 markets•RJ Anirudh talks about LUX beauty queens to his female/male fans•Each day featured 1 LUX BIG star•4 segments(2min each) in 1 hour

EXECUTION

Radio – Promos, RJ mentions, Contest played with fansTime checks,weather/Stock updates played in the form of shayaris

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DOMEXGERMS KA THE END To establish the relevance

of germs and the diseases they spreadEnhance the ToM and Salience of Domex as the solution to put an end to the menace of these germs

To bring the germs alive on radio. Integrate the concept into regular and make them to cause disruption on the shows.Introduce “The End” song and create buzz

STRATEGY OBJECTIVE

A 2 phased approach was adoptedPhase 1 •Established the Germs as characters•Make the germs wreak havoc on showsPhase 2•Enhanced recall with Pehchaan Kaun contest•Integration with Aktor calling Aktor• Teasers for song•Unleash song in Bhappi Lahiri’s voice at High dB

EXECUTION

Radio – Promos, RJ mentions, Contest played with fansDigital- The Domex song viralled on Social Media

MEDIA VEHICLE USED

Bringing the brand promise ALIVE

• Legendary music composer Bhappi Lahiri sang the specially composed song

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Wheel Muskurahatein

• A 3 month plan that worked so well that it was extended by another 3 months!

ACTIVE WHEEL

To establish the brand amongst young middle class couples by becoming a part of their daily lives and engaging with them.

An AFP “Active Wheel Muskurahatein” was created .A 30 min show with a focus on UP/Jharkhand markets

STRATEGY OBJECTIVE

The show had 4 segments created to bring alive core brand attributes with an engagement with the TG wherein couples come on air and participate•The segments:

• Khushi Ki Bahaar,• Baat Humaari Tumhaari,• Farmaahish Aap ki,• Sawaal Jawaab on Wheel

EXECUTION

Radio – Promos, RJ mentions, Contest played with fans

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EXECUTION

CLOSE UP ANTAKSHARI

To strengthen the brand association with it’s long term property in its focus market. To engage with the core TG of the brand i.e. Youth

Bring alive the traditional game of Antakshari on radio by riding on the competitive nature of the game.Engage users across by getting cities to compete against each other

STRATEGY OBJECTIVE

The multi-phase activity saw participation through on-ground activation in malls, colleges etc. The selections were held in 9 cities across UP wherein 20 participants were selected , with top 2 being selected for each cityThe grand finale with 18 participants was conducted on Radio over 9 weeks

Radio – Promos, RJ mentions, Contest played with fansTV- Extensively promoted on BIG MAGIC with a special finale episode

MEDIA VEHICLES USED

• Popular Bhojpuri star

MANOJ TIWARI played

host to Antakshari

that pitted

participants from 9

CITIES ACROSS UP

Create awareness and traction for Harpic-Toilet cleaner in Central India

BIG FM proposed an association with its Flagship property BIG Memsaab – an initiative that gives housewives an opportunity to showcase their hidden talents – giving Harpic a platform to directly engage with its consumers – the women of the household

STRATEGY OBJECTIVE

The activity was organized in different phases. The initial phase consisted of on-air promotion, teasers and calling for entries and RWA activation followed by city finales and Mega Finale to get Big Memsaab Bihar, Big Memsaab Jharkhand & Big Memsaab MP. Two Big Memsaab got shortlisted from each state and made their entry to Grand Finale.

EXECUTIONRadio: Promos and teaser phase, RJ Mentions, Ad spots, Entry spots, Live OB LinksOff-air activation: RWA Activations, City, Mega & Grand Finales, SMS Blast, Print Ads, OOH

MEDIA VEHICLE USED

HARPIC BIG MEMSAAB

To promote Parle G for building Mental Ability and Physical Stamina.

BIG FM conceived RJ Marathon to promote Parle G’s core proposition of mental ability and physical stamina. Radio’s potential was maximized with the non-stop RJing concept as it tested RJs mental and physical stamia

STRATEGY OBJECTIVE

RJs targeted at 92.7 hours of non stop marathon, Chennai’s RJ Dheena who targeted 168 hours (7 days) to break Guinness record of 138 hours. RJ Marathon was executed on-air through brand integration in show elements, Parle G Olympic Genius Contest, Parle G Energy Breaks for ad breaks and Parle G Energy Songs

EXECUTION

Radio: Content integration, RJ hosting show for at least 92.7 hrs and promos. On ground activation in malls and RWAs. PR in print, television and social marketing

MEDIA VEHICLE USED

PARLE-G RJ MARATHON ON BIG FM

To create a platform for the Hindi heartland that mixed entertainment with local flavour thereby resonated with both audiences in urban & rural regions and in turn exciting marketers

Creation of Mele Ka BIG Star, a platform covering the biggest melas of the Hindi heartland providing a unique opportunity to regional talent to go beyond the local mela and showcase their skills which to the entire country.

STRATEGY OBJECTIVE

The publicity phase covered more than 200 towns & villages and subsequently the on ground auditions were conducted at 10 melas across UP, MP & Bihar and identifying talent from these places for a reality television series. Special engagement zones were created in the Mela grounds with sponsor branding. The TV series was broadcasted on BIG Magic

EXECUTION

Promotion through RJ mentions, spots etc on BIG FM, promos on BIG Magic, On ground promotions included branded zones with special canters, signages in the mela grounds.

MEDIA VEHICLE USED

HORLICKSMELE KA BIG STAR

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