Frequen-See
92.7 BIG FM
Issue 56 | September 2020
Agency
Dentsu - Indeed
Creative Team
Chief Innovation Officer: Gurbaksh Singh Director - Technology & Production: Rakesh Bairwa Senior Developer: Rahul Sharma Yash Kulshreshtha, Nitin Kumar, Rabindra Nath Dutta, Aabhas Shreshtha, Ananda Sen, Natasha Khubhchandani, Viral Gangar, Vaibhav Sharma, Sanjeev Tripathi, Aalap Desai, Saptarishi Chakrabarti
Production Team
Director: SiddharthShankar Shukla Producer: Neeraj Suji
Other Credits
Nishi Kant, Harsh Shah, Relix Ambrose, Pragati Rana, Mansi Chandorikar Kalra, Khintu Saud, Vishal Prabhu,
Date
September 2019
Background
Despite 92.7 BIG FM's massive hold over India’s radio ecosystem, there’s one audience set that has never been able to access the medium itself. The brand wanted to welcome India's 18 million hearing impaired individuals into the world of radio and help in reducing social isolation and discrimination.
Idea
On World Deaf Day 2019, 92.7 BIG FM launched Frequen-See - “The World’s First Radio Channel for the Hearing Impaired.” A user had to open the Frequen-See website on a smartphone, which when held next to a radio set, converted the audio waves into real-time text. Special deaf-friendly content was created featuring artists like Neelesh Misra, giving hearing impaired individuals a storytelling experience like no other. Supporting 12 local languages, Frequen-See opened a whole new world of stories, jokes and news, uplifting a community that deserved its rightful place. Best experienced with deaf-friendly content on Android devices.
Results
Frequen-See engaged with 450 million Indians across the country, sparking conversations on social media that were facilitated by BIG FM’s RJs. The brand welcomed a new audience set to experience their services by solving a human problem and uplifting a community that deserved its rightful place in society.