UltraTech Cement collaborates with Big FM to extend its content property ‘Baat Ghar Ki' from digital to radio

Big FM, has collaborated with UltraTech Cement for the show ‘Baat Ghar Ki’, which educates listeners about the important aspects to consider while building their dream home. Hosted by popular actor Ravi Kishan, the show caters towards the essential queries and FAQs pertaining to housebuilding asked by listeners. Spread across Big FM’s 22 Hindi-speaking markets, the eight-episode special series sees Ravi Kishan as the ‘Sutradhar’ between the audience and Engineer Babu, a product specialist in building homes.

Each episode of ‘Baat Ghar Ki’ is filled with insight and gives listeners a chance to get their queries addressed by Engineer Babu. The show is primarily targeted at Tier II and Tier III markets where people prefer to build their own homes. While on one side, the multi-faceted actor brings tremendous energy and local flavour to the show, Engineer Babu, on the other, lays major emphasis on the important aspects of home building such as the ‘selection of steel and cement’, ‘plotting of your house’ and ‘estimating budget’ among others. Together, it makes for an interesting and engaging conversational piece, which is entertaining yet informative for the listeners.

UltraTech had launched the ‘Baat Ghar Ki’ content on their social media platform more than two years ago. UltraTech extended this educational offering of ‘Baat Ghar Ki’ to the radio, in partnership with Big FM, to help people realise their aspiration of building their own home. The show is being extensively promoted through on-air promos, RJ mentions and videos across social media platforms.

Sunil Kumaran, Country Head, Product, Marketing and Thwink Big, Big FM said, “At Big FM, we understand that a lot of time, effort and planning goes into building one’s dream home. In times like these, it is difficult to find the right advisors and receive credible information from them. Through our association with UltraTech, we aim to bridge the information gap and enable our listeners, across our Hindi-speaking markets, with the knowledge that sees them build their dream home. With Ravi Kishan front-lining the conversation, his affable persona and fan following ensures the core messaging of the campaign reaches out to our audience in a manner that they relate to and resonate with the most.”