MUMBAI: The ADAG promoted Big FM has launched a rural activations divsion. Raj Kambhoj has been appointed  as the director of the new division.

Kambhoj's main area of focus will be to create rural activation properties and conceptualise events which will be amplified on radio  The task ahead for Raj will be to optimise business opportunities available in the tier II and III cities tapping the 193 districts that Big FM covers while touching almost 200 million Indians across the country.

Kambhoj has earlier worked with some of the leading activation companies ranging Ogilvy Action (Outreach), Starcom XPANSE Asia and Showtime Events Pvt Ltd.

With his enormous experience Raj brings to the table sound understanding of rural India in terms of physical environment, lifestyles, retail environment and their implications on the communication strategies and solutions.

Commenting on Kambhoj's appointment, business head (Allied Business Big 92.7 FM) Rabe Iyer says, Raj with his rich experience and in-depth knowledge of rural India brings tremendous value to the business. Given our network strength and spread across a large number of tier II and III cities, it is only natural that we optimize value being offered to clients. The business potential of activations is large but largely untapped. Raj's entry is sure to help us reach out to larger audiences and offer Clients various platforms to be able to reach out to the consumer. We welcome Raj on board and are confident of this business wing yielding high returns....