MUMBAI: Adlabs Films’ Big 92.7 FM has inked an exclusive tie-up with Yash Raj Films for the latter’s forthcoming film TaraRumPum.
Big 92.7 FM will be the exclusive radio partner for TaraRumPum, which is directed by Siddarth Anand (Salaam Namaste) and stars Saif Ali Khan and Rani Mukherjee.
Big FM will air exclusive song premieres, behind the scenes tid-bits and interviews of the cast and crew. There will be a week-long build up prior to the launch of the music, on-air announcement of the arrival/release of the movie and music, behind the scenes gossip and interviews about the film. Big FM will also be promoting the musical duo Vishal and Shekhar along with their interviews and on the making of the music of TaraRumPum.
There will be a special ‘Yash Raj Films’ music countdown hosted by RJ Abhijeet Sawant reliving some of the most memorable songs of their films. On the day of the music release, Big FM will be premiering one of the leading tracks of the film.
On air contests, music countdowns, come back stories of common man, meet and greets with the star cast of the film, opportunities to win exclusive movie merchandise, tickets to premier shows and much more will await listeners on the radio station.
Big 92.7 FM national marketing head Anand Chakravarthy said, “We are extremely excited to join hands with one of India’s most respected entertainment houses for such an initiative. We are approaching the association with the objective of delivering value to our listeners as well as the producers of the movie. Our effort is to create exciting content around the theme of the movie, which will generate listener interest and thereby promote the movie far more effectively.”
“TaraRumPum is a movie based on the triumph of the human spirit over adversity, powered by the strength of family. It is around this theme that we are building our entire on air package, which allows for great listener involvement and content,” he added.
Since the child protagonists are key in the movie, Big FM will be also be creating specific content on air that will involve children, built around the theme of the movie.
Yash Raj Music head Vijay Kumar said, “Big FM with its reach and the listener share it commands was the ideal partner for TaraRumPum. We are pleased with the plan presented to us by Big FM and we are sure the clutter breaking ideas, the innovative campaigns planned and other interesting stuff centered around the Radio Station and movie, will surely make this tie-up a stand out, and will help both radio station and movie in capturing large audience share.”