Big FM has partnered with India Gate Basmati Rice present Asli No. 1, which is touted as India's first ever Green Humour mimicry talent hunt. Marketed as an Intellectual Property of Big Live, Asli No.1 will become an annual property from the RBNL stable.

 

The contest will call for entries on-air from listeners who can mimic stars while incorporating a ‘green message' in their entries. Each week will see the best entries played on air, for listeners to choose their favourites from and cast their votes. Apart from audiences' reactions, well renowned stand-up comedians, celebrated environmentalists and socially conscious Bollywood stars will also judge the mimic artists and choose the ones that best spread the ‘green message through their humour'.

 

Commenting on their new initiative, Soumen Ghosh Choudhury, Business Head, Big FM said, "Through Asli No. 1, we are furthering our endeavour to reach, engage and enrich consumers, through the power of relevant ideas, in the process creating ever growing value for our stakeholders. We are proud to be presenting another clutter breaking initiative through India's first ever green humour contest. We are using humour as a peg extremely innovatively to address the issues of the environment that have reached alarming heights. We are thankful to our partners for helping us multiply the reach of this initative to Indians across the length and breadth of the country."

 

On the association Brijesh Sud, VP - Sales and Marketing, KRBL (owners of India Gate Basmati Rice), said, "Asli no.1 as a property is unique in the sense that it differentiates from others in terms of the Green initiative that is attached and we at KRBL strongly feel that there is a need to highlight the urgency surrounding world climate issues."

 

Launched on-air on July 26, Asli No. 1 will be supported by a holistic campaign covering TV, radio, online, mobile, experiential marketing, out of home and retail media. Overall Asli No. 1 will get marketing support of over Rs. 2.5 crores.

 

The company has roped in India Gate Basmati Rice as the title sponsor, while Zafri Pan Masala has come on-board as associate sponsor. On the environment front organizations like UNEP's Billion Tree Campaign, Carbon Minus India and IISD have lent their support. Other partners include Star News, Youtube, Baskin & Robbins, Zapak, Reliance World, Big Adda, Big Flix, Big Cinemas, Big Street. Novotel, Mumbai has supported the activity as the Hospitality partner while the music company Saregama will be releasing a special album featuring the eventual winner of Asli No. 1.

 

The national winner of Asli No. 1 will get a chance to become an RJ on Big FM and an opportunity to audition with BIG Productions for one of the upcoming TV series. To complete the 360 degree engagement, the finale of Asli No. 1 will be telecast on leading Hindi GEC channel through a two hour show.