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Big Magic

How Big Magic became No 1 in Week 1

The Challenge

Launching the first exclusive fun & humour channel for the Hindi Heartland (UP, Bihar, MP and Chhattisgarh)

The Insight

In a region where its residents have grudgingly accepted the contradictions & paradoxes that characterize the state of affairs, and have developed a coping mechanism that humorously & a bit sarcastically explains everything by  ‘Hum Toh Aise Hi Hain Bhaiya’ (Dude – we are like this only!!); only a new humour channel can say – “Whatever the circumstances – Smile Please!!”


The Media

The channel used newspaper & radio for the launch and high pressure radio & outdoor for sustenance for a period of 2 months.