MUMBAI: Tickling a funny bone is a task and but for a few its a cake walk. With an aim to honour stand-up comedy talent across Uttar Pradesh (UP), BIG FM has come up with an initiative titled Hajmola Chatpata No.1. This property will be aired across six BIG FM stations namely Agra, Aligarh, Bareilly, Jhansi, Kanpur and Allahabad.

Speaking with Radioandmusic.com, BIG LIVE business head (rural) Vineet Mittal said, “We have constantly aimed at innovative content for our listeners. Comedy as a genre is very popular among masses and activities such as these help to improve listenership on radio and also offers instant connect with our patrons.”

BIG FM started the hunt for talents on 27 September and it will travel across 80 towns of UP like Allahabad, Meerut, Muzaffarnagar, Bareilly and many more. The registration desks will be set up and auditions will be conducted. The journey will track down the best and top ten finalists will compete at the grand finale in Kanpur in November.

“In the next one and half month, approximately 20 hours of the show content will be aired across six BIG FM stations. This amounts to over 75000 seconds of air time,” he added.

The campaign promotion will be conducted in three phase of promotion namely - teasers, auditions and the grand finale. Apart from radio, the campaign will also witness a multi-media campaign across print, on ground and digital. He said, “All our properties are adequately promoted across platforms. For Hajmola Chatpata No 1, there will be a series of campaign teasers and promos, RJ mentions as part of different shows and OB Links on-air."

The finale will witness comedians from Bollywood judging the talent. The winner also has a golden chance to meet Bollywood Superstar Ajay Devgn