MUMBAI: Reliance owned Big FM successfully concluded its 10 day nationwide 'World Tourism Fest' campaign that celebrated the beauty and spirit of India's Switzerland- Kashmir.
The initiative which was implemented across Big FM's 11 stations involving 12 RJs who took listeners for an audio tour of the beautiful state. Listeners shared their personal experiences of Kashmir – from the weather, to places to visit to the food, to shopping and the lovely people of the state. RJs from each of these cities engaged listeners with facts and figures about Kashmir aiming to bring people of various states closer to people of Kashmir, the station informed.
“We wanted to host an integrated campaign which showcased the rich cultural heritage and beauty of Kashmir. This property has been conceptualised with the aim of encouraging tourism into Kashmir,” BIG FM business head Ashwin Padmanabhan told Radioandmusic.com.
The campaign went on air from Indore hosted by RJ Neetu on 16 September. It travelled across Agra (RJ Sajid), Trivandrum (RJ Krish & RJ Neenu), Kanpur (RJ Sid), Bangalore (RJ Shruti), Guwahati (RJ Shubankar), Baroda (RJ Tejal), Hyderabad (RJ Shekar), Shimla (RJ Shalini), and Goa (RJ Uday). The campaign concluded at Big FM Mumbai hosted by RJ Akash.
Padmanabhan pointed out that Big FM's objective was to give the campaign depth and extensive reach, with people of different states and cultures experiencing Kashmir through the lens of their city as they share back their experiences.
" The RJ’s are the face, voice and brand ambassadors for the stations and who better to share the stories of Kashmir, than them,” he said.
“We constantly involve listeners from Kashmir through various activities. We recently organised a cricket tournament in which there was bidding for players from the valley – the tournament was by far the biggest cricketing event in the history of Kashmir sports,” he added.