MUMBAI: 92.7 BIG FM, the radio arm of Reliance Media World Ltd supported Earth Hour, a mega initiative in its fourth year which was in association with Hero Honda This initiative was sponsored in order to create awareness and urge people to switch off lights and electrical appliances for an hour from 8:30 to 9:30 pm on 27th March, 2010.
BIG FM took up the initiative as the Media Partner for the event and ran extensive campaign for Hero Honda across all its 45 stations. The station ran 17 creatives which were aired through the day to promote the cause and support global warming. Through its innovative and extensive media plan, they took up the initiative and supported it whole – heartedly by going off air for 30 seconds at 8.29.30 to mark the start of Earth Hour and at 9.29.30 to mark the end of Earth Hour. This innovation was a way of 92.7 BIG FM supporting in a small way to a bigger cause like global warming.
To make this activity effective, a nationwide roadblock of Hero Honda Earth Hour commercials were played on 92.7 BIG FM for an hour between 8:30 – 9:30 pm across all 45 stations. This activity helped Hero Honda creating a buzz and noise amongst the masses through its Media Partner – 92.7 BIG FM.