MUMBAI: Reliance Media World's Big FM has earmarked 25 million to launch a television campaign featuring Bollywood actor Hrithik Roshan. The station has rolled out the TVC to promote its new property 'Big 30 Countdown'.

Last month, the station undertook heavy OOH promotions in Delhi to spread awareness about the show spending a haul of 6.2 million. The television commercial is the second leg of the campaign.

The advertisement which hits the TV screens tomorrow will be showcased for next four weeks. The station is targeting all major television channels including news channels, GEC's and even regional channels. The campaign will also be promoted heavily via online medium where the link of the commercial will be posted on various video sharing sites.

Elaborating on the need for a TVC, Big FM senior vice president marketing Anand Chakravarthy says, "FM and Bollywood have a symbiotic relationship, growing off each other. A lot has been done in the past between the two, but it has largely remained confined to radio. We found the synergy between Kites and our Big 30 Countdown show worked excellently and therefore decided to create a television campaign versus just staying on radio. The Big 30 Countdown, with a mix of latest music and Bollywood gossip is the show where we promote Kites and its music. This partnership sets new benchmark in the relationship between radio and Bollywood....

Adding star value to its camapign is not new for the station since it had earlier roped actor Abhishek Bachchan for a TVC during its launch. "How you use these celebrities in relation to the product is very important. The addition of the star shouldn't seem to be forced otherwise their usage becomes worthless," Chakravarthy adds further.

The syndicated evening show which airs from Monday to Friday at 7-10 pm is hosted by RJ Nitin and airs across 36 stations. It offers to the listeners the top 30 songs Bollywood songs and the latest news and tits-bits of the stars and celebrities.

Chakravarthy believes that the show is different from the herd of such countdown shows on radio. Talking about the point of differentiation for the show he clarifies, "The Big 30 Countdown is a unique blend of humour and Bollywood where RJ Nitin adds his own character. It is a national syndicated daily show where in we undertake extensive research from ringtones downloads, song downloads, listenership on radio and television, physical sales, interactive data including SMS and song request to undermine the top 30."

The commercial is created by creative agency Rediffusion DY&R. The station has tied up with Hrithik's forth coming film Kites for the campaign where in the music of the film is played in the background along with the rushes of the film depicting action, song-dance at the end of which Hrithik asks audiences to tune into the show just like he does each evening.

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