BIG 92.7 FM, the Reliance ADA Group's radio channel, bets on local retail players to keep its cash box jingling.
"When we finish launching the channel across the country, we hope to see at least 50 per cent of our ad revenues from the bottom rung of every city - from small brands, retailers and FMCG players," said Mr Tarun Katial, Chief Operating Officer, BIG 92.7 FM.
So be ready for more spots from RSK Paradise Developers from Rudrapur, GTM Jewellers in Paschim Vihar, Ashirwad Metropolitan Mall or Stanza Heights in Panipat.
With plans for 45 stations and nine alliances, and 12 live stations, the network is to cover 200 cities and will launch in Bhubaneshwar soon followed by Bhopal, Bareily and Guwahati. "BIG is hugely popular in Jammu," says Mr Katial.
The brand, positioned as `adult-contemporary', is unique, he says, and attracts audience between the age group of 15 and 34 with music of the Eighties and Nineties.
"When we finish launching the channel across the country, we hope to see at least 50 per cent of our ad revenues from the bottom rung of every city - from small brands, retailers and FMCG players," said Mr Tarun Katial, Chief Operating Officer, BIG 92.7 FM. 
