In the last few years, taking massive strides in their transformational digital journey, BIG FM has tapped a wider set of audience through its holistic approach across platforms. Taking another progressive step, the radio network has now ventured into the social commerce space with their latest offering - BIG Living, a platform for those who abide by the 'Buy Good, Do Good and Feel Good' way of life. Catering to the myriad needs of their audience, BIG FM has launched this platform where products are designed for consumers who care for themselves and the environment and want to live a sustainable life.

In today’s time, it is vital to reach out to the audience and contribute to their wellness. One can make simple tweaks to the consumption patterns with smart environment-friendly, locally crafted products and solutions to live a more enriching life. Keeping this thought in mind, each category of offering by BIG Living is designed to cater to the needs of the responsible citizen. It connects the consumers to an array of like-minded brands, artisans and designers who share a similar philosophy of sustainable living. It gives a widespread platform to bring forward the rich diversity and creative talents that our country has to offer. Each product is specially selected by the talented RJs from the BIG FM family. 

We speak with Abe Thomas, CEO, Reliance Broadcast Network to know more.

Q. It is not every day that we hear about a radio company venturing into ecommerce. It is quite an intriguing idea. What goes behind launching BIG Living and what are your expectations?

We are very excited about the launch of our social commerce property BIG Living. Given the growing power of influencers, social commerce is fast becoming an important part of every brand’s marketing mix. Social commerce is when content and commerce meet to promote a message. BIG FM has a huge network of extremely trusted local influencers on radio as well as on social media. Our social commerce platform will synergise the strength of our brand and positively influence consumers towards curated client banks and drive them towards fulfilment. Radio + Digital is the future and we will continue to make advancements in that direction.

Q2. This venture exudes the company's key message, 'Dhun Badal Ke Toh Dekho'. How are you planning to position it in terms of this philosophy?

Brands strive to inspire consumers towards a better world. Big living will focus on a curated list of brands that are in sync with this philosophy. It abides by the Buy Good, Do Good and Feel-Good way of life. It will be a one-stop destination for people who choose to live sustainable and purposeful life. The products available here are designed for consumers who care for themselves and for the environment. The social commerce platform will focus on the following key categories:

-Health and Wellness: A specially selected range of products for a sound and soothing mind and body

-Giving Back: Products that will help you bring smiles and joy to someone’s life

-Locally Made: Beautifully crafted products made locally to encourage local businesses and products

-Workshops: Selection of sessions for personal growth and upskilling to support your continuing development

-Artisans and Designers: Showcasing the best of talents from the heartland and their magnificent creations

Q3. How has the role and perception of health and wellness transitioned through the past years from an industry lens? Why has it become important for brands and marketers to bring it to the spotlight?

Holistic Health and Wellness have made substantial inroads into people's thinking in the last few years. The pandemic has advocated the importance of healthy living further. From employees to consumers, they are better lined with companies and brands that believe in larger purposes like sustainability, inclusiveness, and diversity. Brands are also realizing that they have two roles: the brand must drive profit and social good.

Q4. It is a great step in terms of promoting 'vocal for local'. How will you drive the communication part of it?

We are a pan-India radio network and we intend to leverage our extensive reach. We have RJs who are influencers and external influencers. We will also put in motion our 360-degree digital might, especially the social media assets of our RJS and our brand’s national handles. We are also looking at external partnerships in the digital space with influencers and NGOs which are also part of our communication plan. 

Q5. What kind of partnerships are on the cards? 

We are planning partnerships with NGOs, Influencers, both internal and external, outdoor partnerships, digital partnerships, and the 5 pillar partnerships (Health & Wellness, Giving Back, Locally Made, Workshops, Artisans & Designers) to drive each of these pillars.

Q6. How are you pitching the brands to come onboard? 

We are looking at like-minded brands who also promote a sustainable way of life and are environmentally conscious. We are not only having brands that are listed on Big FM but also have a guaranteed minimum click with extensive on-air and integrated promotions. We have the RJ advocacy model, videos of this marketing through trade and clients. We have quite a few brands on board which includes Gourmet Food, Soul Spiti, Lux Lyra, Chitale Bandhu Mithaiwala, Jiden INC, Sunrise Masala, Bare Necessities, To Be Honest (TBH), etc