BIG FM, one of India’s largest radio networks, recently concluded its landmark show, Muthoot Blue ‘Dhun Badal Ke Toh Dekho with Vidya Balan’ presented by Muthoot Fincorp Ltd on a rousing note. The show touched over 1.66 crore listeners across the 4 metros.(Source: RAM (Product of TAM Media Research Pvt. Ltd.) | TG – 12+ all | 25th March – 8th June 2019 | Markets - Delhi, Mumbai, Bangalore, and Kolkata | Timing – During Show Hours). The program, which intended to bring about a positive change in society, garnered a reach of over 7 crores across digital platforms.
The show focused on striking compelling and engaging discussions around topics that deeply affect the society, along with a thought-provoking monologue by Vidya. This was followed by different views shared by the experts, thought-leaders, and celebrities including Zoya Akhtar, Ali Fazal, Sunny Leone, Taapsee Pannu, Neena Gupta among others which further enhanced the whole experience. The show, which aired every weekday evening from 7 PM to 9 PM, with repeats on Saturday and Sunday, motivated people to come forward and be a part of the conversation. Each episode wonderfully dealt with issues ranging from mental health, body shaming, new age parenting, adoption, child abuse and much more, while amplifying the innovative and creative aspect of programming. Furthermore, hard-hitting video monologues, that were created as a digital extension of the show, not only struck the right chord but also went viral with audience reactions.
Commenting on the success of the show, superstar and RJ Vidya Balan shared, “I have thoroughly enjoyed hosting the show and it feels good to receive this marvellous response. The concept of the show was simply wonderful. Though I have played the role of an RJ twice on screen, in real life it was new to me which I accepted as a challenge. Through this show, I learnt so many perspectives which further expanded my thought-process and thus helped me to gain a better understanding of the critical issues that affect our society. I will cherish this experience as an RJ on BIG FM all my life.”
The show, which was launched with a vigorous 360-degree campaign and innovative promotions across platforms, beautifully recognized exemplary stories of real-life people who have changed perceptions and the way in which society thinks and behaves. Adding to this, listeners from across the country reached out to the actor and radio station to openly discuss taboo topics and empathize with the issues showcased.