92.7 BIG FM BENGALURU ANNOUNCES ‘YOCHANE YAAKE CHANGE OK’ WITH RJ SHRUTI

Bengaluru, 23 rd April 2019:

BIG FM, one of India’s largest radio networks has announced a newprogramme based on its new positioning titled-‘Yochane Yaake, Change Ok’ presented by MuthootFincorp. The programme aims to give impetus to positive conversations on relevant social topics andaptly features influential personality in the city and a path-breaking radio jockey Shruti, in taking upsocial causes. The programme airs as a 1 hour segment covering two topics each week from 10am-11am on the popular and award-winning RJ Shruti’s morning show ‘Pataki Mornings’.

‘Yochane Yaake, Change Ok’ with Shruti brings imperative social topics to the forefront, encouragingthe people of the nation to open-up and participate in positive conversations about social challengesand issues. To drive compelling discussions around topics that truly matter, the show will begin witha thought-provoking monologue by Shruti, followed by the views of experts, thought-leaders andcelebrities that will add to the whole experience. Amplifying innovation and creativeness inprogramming, each episode will take up a whole new topic ranging from mental health, new ageparenting, adoption, body shaming, child abuse and more which will revolve around breaking theglass ceiling. In conclusion, ‘Yochane Yaake, Change Ok’ will recognize exemplary stories of real-lifepeople who have changed the way the society thinks and behaves, to inspire the listeners. Funnycomic-liners, Sandalwood connect and Vox Pop with the public will be interspersed to enhance theengagement quotient of the show.

Commenting on the announcement, RJ Shruti shared, “With the brand revamp of ‘Yochane Yaake,Change Ok’, we wanted to come up with something that our listeners could relate to. This wassuccessfully done by plugging in an hour’s slot (10-11 am) on my show and calling it the ‘YochaneYaake, Change Ok Hour’. We chose topics that were not only timely but of utmost interest likeparental romance, bullying, voting, to name a few. Making the audience aware of these prevalenttopics and subjects resulted in them breaking stereotypes and now seeing the situation in a wholenew light/perspective. I’d like to thank BIG FM for believing that I could take up this show and lettingpeople know that there’s a 3rd side to a coin as well, which stands for ‘Yochne Yaake, Change Ok.”

Abraham Thomas, CEO, BIG FM said, “In these demanding times, people are expecting more andmore from media brands such as ours. There is an expectation to bring purpose in to brands. Inkeeping with this expectation, we are moving from ‘mere entertainment to entertainment with apurpose.’ Our purpose is to influence people’s thinking. ‘Yochane Yaake, Change Ok’ is BIG FM’sendeavour to inspire people’s thoughts for a better tomorrow.”

The engaging theme of the show that reflects Muthoot Fincorp’s brand philosophy ofempowering human ambition has enabled the brand to extend its association with 92.7 BIGFM for the regional version of the show. The programme will be in sync with BIG FM’s music promiseensuring that the listeners will be treated to trending music and tunes. The new show will witnessheavy promotions with a robust 360-degree campaign, and innovative promotional practices andstrategies across digital platforms.

About BIG FM:

BIG FM, One of India's largest radio network with 59 stations, reaches out to 1200+ towns and50,000+ villages and over 45 crore Indians across the country. BIG FM has evolved with the changingtimes. With the new positioning, BIG FM will play a meaningful, relevant and compelling role in livesof consumers. It will not just be about entertainment but a brand that has a purpose. With itsextensive reach, localised content and credible RJs the brand will play the role of a ‘thought inspirer’and an agent of positive change in society. The new tag line of ‘DhunBadalKeTohDekho’ reflects thephilosophy that ‘Changing the world for the better starts with changing your thoughts’. Realigningthe programming to reflect the new positioning, BIG FM has refreshed the music promise playingyour favourite music tested with the audience besides bringing on board some big names from theRadio and entertainment spaces across all key markets.  The network's occasion-basedprogramming, CSR Activities and client integrated campaigns strongly reflects itsDhunBadalketohDekho ethos.  The original content-based shows and engaging brand led campaignshas consistently won accolades at prestigious industry awards like the EMVIES, ABBYs, AsianCustomer Engagement Awards, Indian Radio Forum & New York Festival.

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