Big FM completes 18 years with Lalbaugcha Raja, moves live studio to Lalbaug for Ganeshotsav

Big FM has completed another edition of its long-running Ganeshotsav campaign in Mumbai, marking 18 years of its association with Lalbaugcha Raja. Through live broadcasts from the venue, real stories and digital engagement, the FM station took its everyday studio into the middle of the festival.

This year's festival was backed by Uber, which added ease of travel to Big FM's Lalbaugcha Raja campaign. Uber and Citroen came on board as driving partners and added an element of comfort to the experience of those visiting the venue.

During the 10-day festival, Uber offered users a free first ride across its entire mobility fleet for the first time. Under the same partnership, 10 winners also got the chance of special VIP darshan of Lalbaugcha Raja. The initiative was supported by Big FM's radio and social platforms along with Uber's presence at the venue, which included branded touchpoints and waiting lounges for devotees returning after darshan. Citroen's presence included a car showcase and a separate comfort zone with massage chairs, so that devotees could rest there for a while after darshan.

At the centre of this year's activities was the shifting of Big FM's live studio to Lalbaug. This brought the studio closer to people and allowed the moments that shape the festival to be recorded. The studio's highlights included live coverage of the aarti, the unveiling of the idol, conversations with celebrities and devotees, festival updates and coverage of the immersion. The experience was taken, through Big FM's digital platforms, to those who could not come to Lalbaug.

Several celebrities visited the Big FM studio, including Karan Kundrra, Tejasswi Prakash, Prakash Jog, Shekhar Ravjiani of the Vishal-Shekhar duo and the music team of 'Hanuman Ansh'. They shared their memories and experiences of the festival connected with Bappa.

'Murti Maker of Lalbaug', a radio documentary series exploring the story of the people who make the Lalbaugcha Raja idol, was an important part of this year's programme. Through conversations, ambient sounds and real stories, the series looked at the craft and devotion behind the idol that has been at the centre of Mumbai's festival for generations. This year's programme also featured 'Humans of Lalbaug', in which the microphone was turned towards devotees, volunteers, vendors and families to record the personal experiences that make Lalbaugcha Raja such a deeply personal festival.

Ashit Kukian, CEO of Reliance Broadcast Network Limited, said, "This year we wanted to go beyond just visuals and bring out the stories that are the soul of the festival. The people who make the idol, the devotees who come every year, family memories and traditions that endure even in a changing Mumbai. We believe radio has a unique role in this."

As the 18th year draws to a close, Big FM's association with Lalbaugcha Raja is creating a space for the stories, voices and emotions that give the festival its identity. This is strengthening the relationship built over nearly two decades as the original radio partner of Lalbaugcha Raja.