MUMBAI: Big FM has launched an innovative campaign the 'BIG Phataka League' for  IPL-4 in partnership with TVS Tyres across its 45 stations.

The BIG Phataka League features 11 most controversial celebrities on its evening show Big 30 Countdown. The celebrities includes Rakhi Sawant, Mika, Sherlyn Chopra, Veena Malik, Rahul Mahajan, Dolly Bindra and others on its . These celebrities will watch the match and converse about their personal and Bollywood life, and their take on the ongoing IPL matches, with RJ Nitin for its listeners.

These tittle-tattle will also be uploaded on the website where listeners can vote for the most sensational and salacious story. A day prior to the grand finale, the top controversies voted by the listeners will be disclosed by Bollywood actor Kangana Ranaut.

During IPL-4 matches RJ Udham Singh will redefine the game of cricket in his own style giving different meaning for words like fine leg, slip and gully with score updates and profiles of key players.

The Big Phataka League is promoting the campaign 360 degree through on-air, digital, out of home, TV and on-ground activation 

Commenting on the new campaign, 92.7 Big FM business head Soumen Choudhary said, We have created one of the best cricketing season campaigns on radio with the astounding success of �TVS tyres Bollywood Ka World Cup'. And this will continue with the launch of the TVS Tyres BIG PHATAKA LEAGUE' where our listeners are in for a treat. The controversial cricket game format will meet its match on radio with 11 most controversial celebs playing out their side of the innings on Big FM. We are confident that through this partnership, the station will continue to provide unique and exciting content and TVS Tyres will effectively leverage this cricket bonanza....