MUMBAI: Reliance Media World's radio arm, 92.7 BIG FM, announces its latest breakfast campaign christened 927 Ki Laughter Local with none other than the laughter duo of RJ Raju Srivastav and Vrajesh Hirjee, weekdays 8-11am. In ensuring Mumbai-ites have the best start to their day the jocks ensure ample doses of laughter amidst the best music mix each morning. Supported by a very strong on ground and ATL plan, the creative can be seen across the city of Mumbai.

Humor is the backbone of all Mumbaikars who face all adversity to still reach work on time and go through the day's chores with a smile. 92.7 Big FM has ensured that 927 Ki Laughter Local will deliver rib tickling and stress busting humor. This summer, Mumbaikars can tune into 92.7 Big FM and forget dusty roads, potholes, hyper crowded public transport, morning traffic jams, crazy decibel levels and the soaring temperatures as they sit back and just relax.

The launch is supported by a very strong ATL and BTL campaign. Innovatively created hoardings featuring the duo – in half real person, half cartoon form are seen plastered across the city; showcasing the most common scenarios- the bustling local train and the chaotic household mornings. Well mapped out ground promotions at hi-traffic areas ensure an excellent connect with Mumbaikars.

Speaking on occasion, Mr. Sailesh Bijlani, Cluster Head- Maharashtra & Goa said, At BIG FM we are constantly innovating and strengthening our offerings, to ensure we are in sync with listener's music and entertainment preferences. 927 Ki Laughter Local captures the essence of Mumbai and also gives a quick booster shot of humor & great music to start a great everyday with a smile. Through this show, we present the Mumbaikars with an exclusive and exceptional way to start their day. We are confident the RJ duo will have the city glued to the radio station....