Big FM gets a livelier "stationality'

Big 92.7 FM has acquired a new stationality (the industry buzzword for a station's personality, exemplified by its signature jingle) that embodies a lively and hip persona. The change represents the first revamp of the jingle since Big FM was launched, in 2006.

The new jingle will have variants in 13 languages in order to speak to audiences across the station's pan-India network. The languages are Hindi, Assamese, Bengali, Gujarati, Kannada, Kashmiri, Konkani, Malayalam, Marathi, Oriya, Punjabi, Tamil and Telugu.

BIG FM's senior vice-president (programming) Nirupam Sonu has told the media that the old jingle was melodious but its focus was on the brand name. The new jingle would emphasise the frequency, Sonu has said.

The fresh jingle will have a faster tempo and will be infused with a sense of romance in its morning and evening avatars. In the afternoons, the jingle will assume a more sedate demeanour. The revamped jingle has been composed by Ranjit Barot and sung by Sonu Niigaam, Big FM's brand ambassador.