BIG FM has always been in the spotlight with its purpose-driven campaigns and initiatives. Being one of the leading radio networks in the country they have constantly inspired by new perceptions and breaking the stereotypes in society for the better. This time with its new campaign ‘Kudiyan Di Lohri’. the leading audio entertainment platform has broken the age-old tradition of celebrating the male child’s first Lohri. By bringing in social relevance to the festival, BIG FM effectively communicates online and offline and the initiative perfectly embodied the right spirit of embracing the blessing of having a girl child. BIG RJs made the ‘Kudiyon ki Toli’ show with selected listeners and visited random houses, met and wished them with customary ‘Shagun ki Thaali’. The RJs shared gifts to families along with a musical band and dancers to entertain the members. By inviting the families to BIG FM’s Kudiyan Di Lohri virtual party BIG FM managed to bring in the entire virtual community under one roof to celebrate their new-born girl’s very-first Lohri.
The radio network also released a song, written and sung by celebrated singer Sukhvir Sukh along with Sonali Dogra. Renowned Actress and director Sameksha Oswal featured as the face of the campaign. Adding to the celebrations, families blessed with a baby girl shared their experiences, stories, and hopes on-air with BIG RJs.
With this initiative, BIG FM focuses to burn down all evil practices against women. ‘Kudiyan Di Lohri’ also shares with the community, the motivational stories of girl and women achievers, performers, educationists, sportspersons, etc.
The Country Head – Product, Marketing of BIG FM Sunil Kumaran commented, “Being the first festival of this year, Lohri brings in a lot of positivity and hope amongst people. At BIG FM, we always believe in taking the festive mood further up with our purpose-driven campaigns that perfectly align with our brand.”