Ice cream for those who follows Traffic Rules, BIG 92.7 FM's unique initiative with Hyderabad Traffic Police

After distributing 3000 sipper bottles to traffic policemen in 2007, Distributing 5000 litres of ice cream to Hyderabadis last year, BIG 92.7 FM this year in 2009 continuing its brand promise to bring respite to Hyderabadis from the deadly summer has come up with a unique initiative - ‘Follow traffic rules, get an ice cream from the traffic policeman and beat the heat’ an initiative by BIG 92.7 FM, Hyderabad’s leading FM station in association with Hyderabad Traffic Police is sure to bring delight and relief to Hyderabadis from the scorching sun. The campaign aptly named as ‘BIG Ice cream Traffic Week’ was launched today from the Traffic control room square public gardens by Mr. A V Ravichandra, IPS (Deputy Commissioner of Police- Traffic) and Little RJ’s (kids who got selected to perform as RJ’s on BIG 92.7 FM). Commenced today the ice cream traffic week will continue till 28 May, 2009.

The commuters were excited to see Mr. A V Ravichandra and the kids walked in to the assembly traffic square standing with the traffic policemen checking vehicles and giving away ice creams to those who followed the traffic rules. As an expression of gratitude to the commuter who follows the traffic rules, the traffic policemen also presented ‘Thank you’ card to the motorists and four-wheel drivers. The one week ‘BIG Ice cream Traffic week’ will create awareness among Hyderabadis to follow traffic rules to stand proud as a responsible citizen. The campaign will also recognize the efforts of a traffic policeman who regulates the traffic whole day standing under the hot sun expecting commuters to follow the traffic rules.

The ‘BIG Ice cream Traffic week’ will be observed in 15 high traffic squares with the help of Traffic police. 15 promoters of BIG 92.7 FM carrying therma (storage) boxes full of ice cream cups/cones will be deployed in each square with the traffic policemen. In the moving traffic just like a regular checking, the traffic policemen will identify and stop those people who according to the policemen are following the traffic rules and have all the documents. The commuter will then be given a cup/cone of ice cream and thank you card by the traffic policemen (will take from the promoter), thanking him for following the traffic rules. This activity will be done everyday from 9 am – 1 pm at all the 15 traffic squares. People can tune in to BIG 92.7 FM for the latest traffic updates.

Commenting on the occasion, RJ Shekar- BIG 92.7 FM said “the ‘BIG Ice cream Traffic week’ is part of our summer spike to beat the heat and while doing so we recognize and appreciate the people who follow traffic rules and ease the job of a traffic policeman who stands whole day under the scorching sun regulating our traffic sense:.

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About BIG FM:

BIG 92.7 FM, India’s No. 1 FM Station and a Radio initiative from Adlabs Films Ltd., since its first station launch in September 2006, has expanded at a phenomenal pace creating history by launching its 45 station network in 18 months, including an FM station in Singapore. Having completed its goal of a Pan Indian presence spanning 45 cities, 1000 towns and 50,000 villages to reach 200 million Indians across the sub-continent, the brand is now looking towards expanding to more cities within the country as well as overseas. The brand has taken FM as a medium of entertainment beyond the metros, to virgin markets, offering consumers and advertisers a new experience of this medium of entertainment. Within a short span of time with distinctive content and innovative promotion, BIG 92.7 FM has established leadership in the FM space and firmly laid the foundation for an exciting future ahead.