MUMBAI: BIG 92.7 FM has appointed singer Sonu Niigaam as its new brand ambassador. With this association, BIG 92.7 FM has also launched its new music positioning – Chillax Hits in Mumbai and Delhi.

BIG 92.7 FM COO Tarun Katial said, "BIG 92.7 FM is introducing a new exciting music format – Chillax Hits that promises the listener an aural treat. Our new music positioning represents superlative music that is ‘easy’ to listen to, giving listeners a truly de-stressing experience, qualities, which are best epitomised by Sonu Niigaam. Our association with him goes back a long way, right since the inception of BIG 92.7 FM and he was the most natural choice for our brand ambassador. Sonu has offered the country some of the best Chillax Hits and has earned the respect and love of not just people in India, but from Indian’s across the world."

Niigaam will feature in a multi media campaign that includes radio, outdoor, television, online, mobile and print, which will launch soon and will also be a part of key properties on the station.

Chillax Hits will offer music that will de-stress listeners. The new format has been decided post research and qualitative studies done in these markets. The entire week is being celebrated as the Chillax Week on the station, well packaged both on air as well as on ground.

Niigaam added, "The intrinsic value of any genre of music is to relax the listener. Relaxing is a therapeutic act, and Music is the Healer. ‘Chillax Music’ from Big 92.7 FM is the healing station for today’s generation. With stress levels on the rise, ‘Chillax Healing’ is the need of the hour. I look forward to a long lasting music association with BIG 92.7 FM."