Bengaluru, 23rdApril 2019: BIG FM, one of India’s largest radio networks has announced a new programme based on its new positioning titled-‘YochaneYaake, Change Ok’ presented by MuthootFincorp. The programme aims to give impetus to positive conversations on relevant social topics and aptly features influential personality in the city and a path-breaking radio jockey Shruti, in taking up social causes.The programme airs as a 1 hour segment covering two topics each week from 10am-11am on the popular and award-winning RJ Shruti’s morning show ‘Pataki Mornings’.

‘YochaneYaake, Change Ok’ with Shrutibrings imperative social topics to the forefront, encouraging the people of the nation to open-up and participate in positive conversations about social challenges and issues. To drive compelling discussions around topics that truly matter, the show will begin with a thought-provoking monologue by Shruti, followed by the views of experts, thought-leaders and celebrities that will add to the whole experience. Amplifying innovation and creativeness in programming, each episode will take up a whole new topic ranging from mental health, new age parenting, adoption, body shaming, child abuse and more which will revolve around breaking the glass ceiling. In conclusion, ‘YochaneYaake, Change Ok’ will recognize exemplary stories of real-life people who have changed the way the society thinks and behaves, to inspire the listeners. Funny comic-liners, Sandalwood connect and Vox Pop with the public will be interspersed to enhance the engagement quotient of the show.

Commenting on the announcement, RJ Shruti shared, “With the brand revamp of ‘Yochane Yaake, Change Ok’, we wanted to come up with something that our listeners could relate to. This was successfully done by plugging in an hour’s slot (10-11 am) on my show and calling it the ‘Yochane Yaake, Change Ok Hour’. We chose topics that were not only timely but of utmost interest like parental romance, bullying, voting, to name a few. Making the audience aware of these prevalent topics and subjects resulted in them breaking stereotypes and now seeing the situation in a whole new light/perspective. I’d like to thank BIG FM for believing that I could take up this show and letting people know that there’s a 3rd side to a coin as well, which stands  for ‘Yochne Yaake, Change Ok.”

Abraham Thomas, CEO, BIG FMsaid,“In these demanding times, people are expecting more and more from media brands such as ours. There is an expectation to bring purpose in to brands. In keeping with this expectation, we are moving from ‘mere entertainment to entertainment with a purpose.’ Our purpose is to influence people’s thinking. ‘YochaneYaake, Change Ok’ is BIG FM’s endeavour to inspire people’s thoughts for a better tomorrow.”

The engaging theme of the show that reflectsMuthootFincorp’s brand philosophy of empowering human ambition has enabled the brand to extend its association with 92.7 BIG FM for the regional version of the show.The programme will be in sync with BIG FM’s music promise ensuring that the listeners will be treated to trending music and tunes. The new show will witness heavy promotions with a robust 360-degree campaign, and innovative promotional practices and strategies across digital platforms.

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