Noel D'souza
Nov 17, 2021

Brands understand that consumers align with a company if they stand for a larger purpose: Abraham Thomas

Campaign India speaks with Abraham Thomas, CEO, Big FM, about its latest IP, RJ's role in brand communication and changing the environmental narrative while being true to its philosophy

Brands understand that consumers align with a company if they stand for a larger purpose: Abraham Thomas

The push for conversations around the environment is the need of the hour, especially when the market is reviving from a pandemic and carbon emissions are an issue again. 


Keeping this at the forefront, BIG FM has launched a new IP 'Big Living'. The IP aims to synergise the strengths of brand Big to positively direct customers to sustainable brands. 


In conversation with Campaign India, Abraham Thomas, CEO, Big FM, states that this IP in the social commerce space was inevitable, as the power of influencers and potency for sustainability is seeing a steady increase. 


Edited excerpts: 


What was the insight behind launching Big FM's wellness IP 'Big Living'? 


A growing trend of content and e-commerce is creating a social commerce ecosystem. 


In addition, Big FM under its wing has several credible local influencers and RJs. Our affiliated influencers have a following on radio but also have credibility amongst their followers on social media. 


Thus, we saw a lot of opportunity in the space of social commerce. This IP is for consumers who believe in a purposeful life. 


The categories in this IP are health and wellness, holistic living, brands that want to give back to society, locally produced products, artisans and designers. 


RJs play the role of influencers on radio, how will they be leveraged in conveying the brand message? 


Along with our RJs, we are working with category-specific influencers for Big Living. Through these RJs and influencers, we will be putting up content pieces on radio, and video content through their respective social media channels. 


Which brands have affiliated with Big Living? 


We have associated with brands like Gourmet Foods and Lux Lyra in the health and wellness category. There are locally made artisans and designers on the platform such as Soulspiti. 


In addition, we have tied up with Chitale Bandhu Mithaiwale, Jiden INC, Sunrise Masale (ITC), Bare Necessities, To Be Honest (TBH), and Sheth Brothers (Pratikar Green Tea). 


What kind of advertising avenues can these affiliated brands expect? 


These brands will firstly get the reach of radio, which will then move to video and social media channels. It will also have offerings such as RJ influencer videos available for their pursual. 


Big FM's philosophy Dhun Badal Ke Toh Dekho (Change the tune), resonates well with the new IP, was that a conscious decision? 


Yes, this IP is in sync with our brand philosophy 'Dhun Badal Ke Toh Dekho' (Change the tune), inspiring the thoughts of our consumers to explore a better world. 'Big Living' helps us take this philosophy further on social commerce. 


In the current market, how important is it for FM radio channels to have multiple touchpoints? 


While video has exploded in this time and its consumption is high, there is also an element of blue screen fatigue. This is why audio is also booming at the same time. 


We endeavour to be present where the consumer is whenever he is not in front of a video screen. This is the reason we have a lot of audio content available like podcasts and live web radio. 


Through these offerings, our content is accessible anytime the consumer chooses, making the omnichannel approach critical. 


How will the IP change the environmental frequency amidst the growing conversation whilst staying true to its core brand beliefs? 


When we launched our brand philosophy Dhun Badal Ke Toh Dekho space, we became a network for purpose-driven campaigns. 


Brands understand that consumers align with a company if they stand for a larger purpose. 


We have done a host of campaigns for consumer brands that are in the social responsibility space. For our campaign with ITC in Bangalore, we collected plastic from all our consumers in the city. This waste is used to build a road outside Bangalore International airport. 


Brands are actively participating in the narrative instead of just supporting the cause. Our associated brands have picked up sustainability issues, diversity and inclusivity issues. 


In recent months, environmental causes are getting a greater push and the Big Living IP will help take this conversation forward. 

Campaign India

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