Mumbai: Big 92.7 FM Kolkata will introduce the Mojar Adda format which includes shows and activities which are weaved around the concept of ‘Adda’ – an integral part of Bengali culture where people get together to discuss array of topics. The station also announced the ‘big Para Addabaaj’ contest, which will have Adda groups of various housing societies competing for the ‘King of All Addas’ Crown.

Commenting on the new format, Big 92.7 FM Regional Director Rohit Dhar said "Introducing the ‘Mojar Adda’ station positioning in Kolkata has helped us stand out in the cluttered environment, delivering entertainment which is best in class and relevant to our listeners in Kolkata and offering a superior communication platform for our advertisers and the marketing community. It will also fulfil a strong need of listeners – which has been proven through research."

"Our findings indicate Kolkata’s need for a station with local connect, which cuts across age groups, especially appealing to the 20-29 audience. Our offering will be sure a hit among our target audience", said Big 92.7 FM Kolkata station director Ramita Chaudhari.

With the Mojar Adda format, Big 92.7 FM’s, Kolkata Station, will have the basic flavour of an Adda which will be reflected both on-air and on-ground activities and will be extremely fun and humour rich. The Adda format will also have high listener’s interaction. ‘Mojar Adda’ as a concept has been derived post extensive research and findings by the local team through various surveys and local connect.