Big FM launches reality show 'Sutta Chhod De Yaar'

The 72-hour-long, on-air reality challenge commemorates World No Tobacco Day.

92.7 Big FM has launched a distinctive campaign - 'Sutta Chhod De Yaar' in a bid to create awareness about the dangers of smoking and consuming tobacco, and celebrate the decisions of those who want to kick the habit.

The radio broadcast network from Reliance Broadcast Network (RBNL), through the reality challenge, has shortlisted contestants on the basis of their life journeys, stories of why they started smoking and why they decided to quit.

Three contestants with the most motivational responses across 24 markets (metros and major non-metros) have been selected to take part in one of the most gut-wrenching three-day contest, which started on May 28. However, just kicking the habit is not enough, as Big FM challenges participants by first proving if they can quit for at least 72 hours. Over the span of three days, Big FM will monitor participants 24/7 under the supervision of experts and doctors. Participants are being given various challenges with real-time hourly updates on-air, thus testing their resolve to quit smoking or consuming tobacco, the radio channel said.

'Quit karnewala loser nahi winner kehlata hai' is the message that Big FM wants to promote through this radio reality challenge, looking for courageous citizens who are ready to test their willpower to kick the habit in front of the whole city and emerge as an inspiration.

Ashwin Padmanabhan, executive vice president and business head, RBNL, comments, "I'm delighted to announce the initiation of the World No Tobacco Day campaign by 92.7 Big FM and glad that we are able to make such a big difference in the lives of people through our expansive reach. I am looking forward to see this campaign build up, and more keen than ever to see the results. We urge people from all over India to take a step forward and eliminate these vices from their lives. This can be a great start."

As the shortlisted contestants withstand the three-day task, RJs will give live hourly updates about how they are holding up. Moreover, friends and relatives across the country will also be calling in to the radio network to offer their support to the contestants, while celebrities, reformed smokers, renowned doctors will be brought on air to talk about the ill-effects of smoking and share experiences. The contestant who completes the three-day challenge will emerge as the final winner.

The show is being promoted through screened calls on air with emotional and intense facts about the participants being shared once every hour on the network.