BIG FM Marks 18 Years of Lalbaugcha Raja Closer Association with a Live Studio Booth Bringing the Festival to Devotees
Mumbai: Marking 18 years of its association with Lalbaugcha Raja, BIG FM has concluded another edition of its long-standing Ganeshotsav property, taking the station from its regular studio to the heart of the festivities through a live on-ground presence, original storytelling and digital engagement.
This year’s celebration was supported by Uber, which brought its mobility association to BIG FM’s Lalbaugcha Raja property. Citroën came on board as the driving partner, adding a comfort-focused element to the on-ground experience.
Over the 10-day celebration, Uber extended its First Ride Free initiative for first-time users across its mobility fleet, with the association also giving 10 winners an opportunity for an exclusive VIP darshan of Lalbaugcha Raja. The initiative was supported through BIG FM’s radio and social platforms, alongside Uber’s on-ground presence, including branded touchpoints and a waiting lounge for devotees returning from darshan. Citroën’s on-ground presence featured a car showcase and dedicated comfort zones with massage chairs, giving devotees a space to unwind after their darshan.
At the centre of this year’s activation was BIG FM’s live studio shift from Lalbaug, which brought the station closer to the people and captured moments shaping the festival. The studio featured live aarti coverage, murti unveiling, conversations with celebrities and devotees, festival updates and Visarjan coverage, while BIG FM’s digital platforms extended the experience to those unable to make the journey to Lalbaug.
The studio welcomed celebrities like Karan Kundra, Tejasswi Prakash, Prakash Jog and Shekhar Ravjiani of Vishal-Shekhar, who joined BIG FM to share their festive memories and experiences with Bappa.
A key part of this year’s programming was ‘Murti Maker of Lalbaug’, a radio documentary series exploring the story of Lalbaugcha Raja’s murtikar. Through conversations, ambient sounds and real stories, the series looked at the generations of craftsmanship and devotion behind the idol that became the centre of Mumbai’s celebrations. This year’s programming also included ‘Humans of Lalbaug’, which turned the microphone towards devotees, volunteers, vendors and families, capturing the individual experiences that collectively make Lalbaugcha Raja such a deeply personal celebration.
Ashit Kukian, CEO, Reliance Broadcast Network Limited, said, “Lalbaugcha Raja has been part of Mumbai’s cultural life for generations, and our 18-year association has given BIG FM the privilege of experiencing and sharing that journey closely with its devotees. This year, we wanted to look beyond the spectacle and tell the stories that give the festival its soul, the people who make the idols, the devotees who return every year, the memories families carry and the traditions that continue to find a place in a changing Mumbai. That is where we believe radio has a unique role to play.”
Arjun Kalra, Head of Marketing Uber, said, “Ganesh Chaturthi brings Mumbai together like few other occasions can. Our association with BIG FM and Lalbaugcha Raja allowed us to bring devotees to experience exclusive darshan of Bappa and offer first time riders a chance to travel for free. Through the occasion, we were able to be a part of a shared experience and connect with the city through its stories, traditions and people. We are pleased to have contributed to a celebration that is deeply rooted in the spirit of Mumbai.”
Mr. Shailesh Hazela, MD & CEO, Stellantis India, said, “Ganesh Chaturthi is a celebration of faith, tradition, community and togetherness, and Lalbaugcha Raja holds a truly special place in Mumbai’s cultural landscape. As Citroën marks its 108th year, we are delighted to be associated with this iconic celebration through BIG FM. It is an opportunity for us to be part of a cherished cultural tradition and create experiences that bring people together while celebrating the spirit and joy of the festival.”
Over the years, BIG FM’s Lalbaugcha Raja association has also earned industry recognition, including Gold at the ACEF Awards for Best Long-Term/Sustained Radio Property, Best Radio Campaign for Event or Festival Promotion and Most Admired Radio Campaign for Customer Engagement.
As the 18th year comes to a close, BIG FM’s association with Lalbaugcha Raja continues to create a space for the stories, voices and emotions that define the celebration, carrying forward a relationship built over nearly two decades as the Original Radio Partner of Lalbaugcha Raja.
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