MUMBAI: Following the success of its Delhi station, Big FM has announced the decision to air only retro music in Mumbai.

The new tag line of Big FM Mumbai is ‘Hit the, Hit Rahenge’. The stations aims to target a core audience aged 35-44 years with evergreen music of RD Burman, Kishore Kumar, Lata Mangeshkar, Asha Bhosle and Mohammad Rafi from 60s to the 80s, peppered with special heritage songs from the 50s.

“Our new positioning allows listeners to live in the present, while celebrating the past and we are confident of an excellent response as we look forward to further engaging with listeners and marketers alike,” Big FM business head Ashwin Padmanabhan said. 

Moreover, the station will also add a local flavour by the involvement of Marathi-speaking RJs and Marathi music as part of the repositioning. However, the station will continue to air current affairs, stock, gold, traffic and weather updates, sports, music-related trivia and more.

Recently, the station had launched retro show ‘Suhaana Safar with Annu Kapoor’. The data provided by the station shows that the transition strategy is backed with extensive city based research and insight mapping.

As per sources, apart from Big FM Delhi and Mumbai, there are few more stations in the pipeline that will be repositioned soon.