MUMBAI: Big FM Kolkata has re-positioned itself with the Mojar Adda format, which would include shows and activities woven around the concept of 'Adda'.

Adda is an integral part of Bengali culture where people get together to discuss an array of topics. This interactive format has been introduced to add to the local flavour.

As part of the initiative, the station has also announced the 'Big Para Addabaaj' contest, which will have Adda groups of various housing societies competing for the 'King Of All Addas' Crown.Commenting on the new format, Big FM Regional Director Rohit Dhar says, "We are very excited with the numbers from RAM. Introducing the 'Mojar Adda'
station positioning in Kolkata has helped us stand out in the cluttered environment, delivering entertainment which is best in class and relevant to our listeners in Kolkata and offering a superior communication platform for our advertisers and the marketing community. It will also fulfill a strong need of listeners - which has been proven through research. The content will be engrossing and entertaining, given that it is what the listener wants."

With the Mojar Adda format, the Kolkata station will have the basic flavour of an Adda which will be reflected both on-air and on-ground activities. The Adda format will also have high listeners' interaction. Listeners can look forward to a fresh and latest content that is in sync with the tastes of Kolkata citizens.