MUMBAI: Becoming the official partner for Raavan, Reliance Media World Ltd. is amplifying the movie through its radio arm Big FM, events division Big Live and its mobile and online solutions division Big Digital. The promotions which have already begun are spread across 36 Hindi speaking markets and two markets in Tamil Nadu.

On 92.7 Big FM, the inner Ram or Raavan of the audiences will be reveled on through the contest �Aander ka Raavan', where listeners will get an opportunity to recommend friends and family whom they believe are the biggest Raavan's in their lives, attributed to a certain trait which could range from laziness to a bad temper and more. Listeners will be encouraged to share unusual real life instances about their friends– these instances would bring forth their inner Ram or Raavan. During the contest each person's story will be played daily and the top 5 stories from across the 36 HSM as well as Chennai network will be short listed and shared with the stars of the film. At the end of the contest, the winner will be selected through votes across India and the final winner will get an opportunity to meet with the superstars. The on air magic will also include interviews with A. R. Rahman, Mani Ratnam, Abhishek, Aishwarya, southern superstar Vikram and more, ensuring not just great content but also an excellent opportunity for listeners to be able to speak with their favorite stars.

Big Live's Events division is executing one of the biggest road shows to be hosted along with Abhishek Bachchan himself being part of a cavalcade activity touching 10 high footfall areas in each of the cities of Delhi and Mumbai over the weekend. The event, christened Thok De Killi..  sees Beera's entourage being led by a series of bikers dressed in the Beera outfit making way for the huge truck done up in the jungle theme with dancers atop it, grooving to the upbeat music of Thok de killi. Joining the dancers will be none other than Abhishek Bachchan himself who will wear his attitude, interact with audiences and share exclusive merchandise with them.

In ensuring an integrated offering, Big Digital will promote the movie with mobile SMS promotions and branding on video web pages of Big FM along with banners on Big FM homepage and picture and video uploads of the stars on social community sites.