Mumbai: In a groundbreaking move set to redefine digital content experiences, BIG FM, one of India’s leading radio networks, has announced the launch of its Digital Jockey initiative—ushering in a new era of content innovation by blending the legacy of radio storytelling with the dynamism of digital media. Taking the lead in this pioneering concept is popular actor Jay Soni, who has been introduced as India’s first Digital Jockey, representing the culturally rich state of Gujarat.
As part of this initiative, Jay Soni will host ‘Gujarat Diaries’, an engaging digital series that takes viewers on a journey through the vibrant culture, heritage, and modern-day inspirations of Gujarat. The series will feature captivating stories, local traditions, and conversations with entrepreneurs, artists, and changemakers, offering a fresh perspective on the state’s evolving identity.
Staying true to its core brand philosophy ‘Dhun Badal Ke Toh Dekho’, BIG FM continues its evolution as a digital-first brand, expanding its presence across platforms like YouTube, social media, and podcasts. The Digital Jockey initiative is designed to enhance audience engagement and create new opportunities for advertisers looking to connect with communities in an authentic and localized way.
Sunil Kumaran, COO, BIG FM, shared, “We are delighted to introduce Jay Soni as India’s first Digital Jockey representing Gujarat, who will bring a strong local flavour to this concept. This initiative marks a significant milestone in BIG FM’s digital journey, as we bring together creators, communities and culture through compelling, platform-agnostic storytelling. With Digital Jockeys, we’re expanding our footprint in the creator economy whilst also boosting client engagement and amplifying the effectiveness of campaigns.”
Jay Soni, Actor and Host, said, “I am extremely thrilled to collaborate with BIG FM to become India’s first Digital Jockey. As a proud Gujarati, this opportunity not only lets me explore a new facet as an artist but also to reconnect with my roots in a special way. I am excited to present the charm, vibrancy and stories of my homeland in a fresh, digital format. I am looking forward to bringing unheard stories of the state and celebrating our culture with a broader online audience.”
With #TheSocialStar, MOMfluence, and BIG Dhun already establishing BIG FM’s leadership in purpose-led, culturally rooted content, the Digital Jockey initiative is the next step in its journey toward becoming a 360° content powerhouse. The brand is also planning to scale this model across other key markets, blending regional flavor with national appeal through innovative, platform-agnostic storytelling.
