BIG 92.7 FM goes 'Tara Rum Pum'

Mumbai, March 26 (IANS) BIG 92.7 FM, India's biggest private FM network and Radio initiative from Adlabs Films Ltd, has tied up with Yash Raj Films and will be the exclusive radio partner for one of their most eagerly awaited films "Tara Rum Pum".

Directed by Siddarth Anand of the "Salaam Namaste" fame, "Tara Rum Pum" stars Saif Ali Khan and Rani Mukerji and is the story of the human spirit and how it ultimately prevails, no matter how low life takes us and how bleak the future seems.

The listeners will get an opportunity to be in the lead on all the action around the movie with exclusive song premieres, behind the scenes tit-bits, interviews of the cast and crew and the entire superstar magic.

There will be a special Yash Raj Films music countdown hosted by celebrity radio jockey Abhijeet Sawant, winner of "Indian Idol", reliving some of the most memorable songs of their films.

On the day of the music release, BIG FM will be premiering one of the leading tracks of the film.

"We are approaching the association with the objective of delivering value to our listeners as well as the producers of the movie. Our effort is to create exciting content around the theme of the movie which will generate listener interest and thereby promote the movie far more effectively," said Anand Chakravarthy, national marketing head of BIG 92.7 FM.

Given that the child protagonists are the highlights of the movie, the channel will also create specific content that will involve children.

Vijay Kumar, head Yash Raj Music, said: "We are sure that the breaking ideas, the innovative campaigns planned and other interesting stuff centred around the radio station and movie, will surely make this tie-up a stand out, and will help both radio station and movie in capturing arge audience share."

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Ta Ra Rum Pum