The special property is an extension of the radio station’s involvement in promoting regional sports entertainment properties across Tier II and Tier III towns in the country. Kicking off in the first-week of April, 2013, Ambuja BIG Panja League will witness on-ground activities and auditions being conducted across 30 towns across the Malwa and Doaba regions of Punjab including larger cities like Ludhiana, Jalandhar, Patiala and Bhatinda.
By the end of this 2-month long initiative, Ambuja BIG Panja League will witness the crowning of the ‘Panja Champion’ of Punjab who will be awarded a cash prize of Rs.51,000. The Grand Finale on-ground event, including a volley of entertaining performances will be telecast as a special feature on the network’s channel in the region, Spark Punjabi.
92.7 BIG FM has been creating synergies between its multimedia avenues across regions to present the best in entertainment to its audiences. With special initiatives like Ambuja BIG Panja League, Mele Ka BIG Star, BIG Disha, etc, 92.7 BIG FM has been reaching out to listeners from the smaller markets across the country bringing their dreams and aspirations to the forefront. The creation of a special sports entertainment wing has witnessed great support from audiences, an example of which is the incredible success of the first season of Ambuja BIG Panja League.
Ambuja BIG Panja League will witness a round of on-ground activities including auditions in 30 towns in the Malwa and Doaba regions including markets like Ludhiana, Jalandhar, Patiala and Bhatinda, the semi-finals and the Grand Finale on-ground event.
Through a 360-degree integrated marketing campaign encapsulating not only radio, but also OOH, TV, print and digital platforms, 92.7 BIG FM will reach out to listeners across the state while cashing in on the network’s past experience in executing large-scale projects. The Grand Finale of the engaging sporting event format of Ambuja BIG Panja League will be telecast on Spark Punjabi.
Mr. Vineet Mittal, Business Head – BIG Rural (the Rural IP team of 92.7 BIG FM) said, “Our collective experience, ability to amplify our programs, deep consumer understanding and ability to create relevant, meaningful programs with the right aggregation are our strengths which we constantly highlight to our advertisers and marketers thereby garnering their unflinching support. We are looking forward to creating and sustaining the sports entertainment genre while presenting offerings that appeal to audiences across Tier II and Tier III towns. The phenomenal response that the Ambuja BIG Panja League received in its first season has been extremely encouraging and we’re looking forward to replicating the success story across the rest of Punjab.”
Mr. Rajneesh Verma of Ambuja Cement said, “Strength and Punjab are inseparable. Passion and spirit make Punjab very special. For Ambuja too, strength is second nature – strong cement builds strong homes. Strong people build strong organizations. Ambuja is built on these beliefs. Ambuja, thus, identifies with the spirit of Punjab – its faith in its own abilities and its faith in its own traditions. Ambuja BIG Panja League is an opportunity for people of Punjab to participate, show their panja power and celebrate this festival of strength.”