Big FM launches talent incubator and content studio Thwink Big

Big FM has set up Thwink Big – a short-form video and audio talent incubator and marquee content studio. Thwink aims to contribute towards making the brand future ready for catering to growing consumer and advertiser needs and changing media trends.

The platform encapsulates three core aspects that are at the centre of the network’s strategy - excellent music, outstanding story-telling and captivating social experiments, the network said in a press statement.

Thwink will also produce all the national shows like ‘Suhaana Safar With Annu Kapoor’ and ‘The 90s Show With Anu Malik’. 

The studio has already delivered high impact campaigns for renowned brands over the past two months.

- The recently concluded popular on-air singing talent hunt Benadryl Big Golden Voice – Season 5 went through a complete transformation from a pure on-air concept to a digital led one.

- The studio launched a touching short film based on a real life story of a visually impaired couple with an original score this Valentine’s Day.

- The #BeatTheBudget short format video series for AirAsia starring famous comedian Suresh Menon began as a social experiment followed by a panel discussion and debate which seamlessly delivered the brand message with video views across social platforms still pouring in.

- The 90s Show With Anu Malik video aptly captured the 90s Bollywood flavour with a groovy television commercial.

- The #NoKhaaliPet initiative with Akshaya Patra Foundation & Nature Fresh Sampoorna Chakki Atta on World Human Rights Day aimed at spreading awareness among the citizens around the long-standing issue of hunger and malnutrition in the country. The team also created a high decibel impact through a dedicated musical rendition ‘Khaali Pet’ which was sung by a group of children and composed by renowned music director Ravi Singhal. 

Tarun Katial

Commenting on the launch, Tarun Katial, CEO, Big FM, said, “Thwink will be a strong pillar to our content marketing offering for consumers and advertisers. We have put together a team of experts who will curate marquee cutting-edge content across mediums - audio and video deployed on Radio and Digital and work closely with talent across genres. It will also serve as a go-to partner for advertisers for creating clutter breaking content, spikes and solutions. It will enable strategic innovation and creation of quality content with increased efficiency. Thwink is our vision for the future of content in the industry.”

Manish Karnatak

Manish Karnatak, National Creative Director Big FM and Head, Thwink Big, said, “It is really important to have a strong understanding of the consumers needs in the uncertain digital domain. At the same time, it is key to possess capabilities to deliver on those fronts. Thwink BIG acts as a one-stop-shop in accelerating production of innovative content to further expand our repertoire of offerings and cater to higher volumes of media consumption in today’s times. We thrive on digital content and our aim is to empower content creators to take their offering to the next level. We have already produced and delivered differentiated content and will continue to offer this for our customers and consumers.”

Suparna Mitra, Chief Marketing Officer – Watches & Accessories division, Titan Company Limited, said, "The Sonata ACT - Manzil Pe Nazar' was a well thought-out, multi-phase concept by the Big FM team and it perfectly integrated the messaging of our new product offering. The on-air programming followed by the on-ground studio shift activity, conducted with an all women RJ crew with an aim to empower women, resonated with our audience and achieved the desired results for the brand, winning us recognition. I am sure the Thwink team will work with the same creativity and energy, and I wish them good luck."

Siddharth Banerjee, EVP Marketing, Vodafone India, said, "Vodafone’s 'One Nation, One Song, One Network' was a unique campaign driven by Big FM to celebrate Independence Day. The concept of connecting 45 RJ’s via a conference call that was powered by Vodafone, aptly encapsulated our brand's core messaging of uniting the people of our nation on one network. I am sure the Thwink team will also live up to the expectations and deliver some breakthrough content. I wish the team good luck.”

Sunil Kumaran, Country Head, TheStoryLab, Dentsu Aegis Network, said, “We recently worked with the Thwink team on a quirky campaign #BeatTheBudget for AirAsia. The team understood the brand well, had the right insight and perfectly integrated the brand’s objective into an interesting concept. The feedback for the campaign has been great so far and we look forward to making our first collaboration with Thwink into a long standing one.”

Siddharth Anand Kumar, VP, TV and Films, Saregama India, who collaborated with Thwink on a recent campaign, said, “Associating with Thwink for our film Kuchh Bheege Alfaaz proved to be extremely fruitful since it allowed us to establish a stronger connect with our viewers. Our movie was well infused in the much loved short film #LoveIsntBlind conceptualised by the studio. We hope to work with the team on future projects as well and wish them good luck for this exciting journey.”