Mumbai, India Jan 28: In a landmark collaboration that redefined how brand stories are experienced, Adani Group partnered with BIG FM to bring alive the spirit of Hum Hum Karke Dikhate Hain through a nationwide, multi-platform initiative that transformed airports from transit space in to vibrant hubs of human storytelling.
BIG FM, in collaboration with Adani Airports, successfully concluded SAFAR KE HUMSUFAR CAMPAIGN, a nationwide, first-of-its-kind multiplatform campaign that seamlessly blended radio, digital and on-ground experiences at Mumbai Chatrapati Shivaji Maharaj International Airport by creating first it its kind NO RJ STUDIO to make air travel more participative, emotional and human. Anchored in Adani Airports’ core philosophy of Hum Karke Dikhate Hain, the campaign transformed everyday journeys into shared stories, placing travellers and real human moments at the heart of the experience.
The initiative began with the launch of Adani Group’s latest brand film, which set the tone for the campaign. This was followed by a massive digital takeover, with over 80+ BIG FM RJs across the country simultaneously sharing the film and building conversations around it. The campaign went on to generate original content, including reaction-led videos, immersive travelogues, and the Humans of Airport series—spotlighting the people who work behind the scenes to make every journey seamless.
These stories, live interactions and on-ground moments reached an impressive 2.91 crore listeners nationwide, reinforcing the campaign’s emotional connect and amplifying Adani Airports’ promise of Hum Karke Dikhate Hain.
The campaign reached its most immersive phase with the launch of ‘No RJ Studio’ —a first-of-its-kind on-ground radio concept set up inside airport terminals. The studio was inaugurated by BIG FM’s legendary radio icon and celebrity jock Annu Kapoor. Through live studio shifts at Mumbai airport, travellers became storytellers and participants, sharing song requests, travel hacks, personal anecdotes, and spontaneous moments on air. For many, it was their first experience behind a microphone, turning waiting time into an unforgettable part of their journey.
Adding a deeper emotional layer were the Humans of Airport narratives. As BIG FM RJs travelled to Ahmedabad, Jaipur, Guwahati, Mumbai, Lucknow, Mangalore, Trivandrum, Adani operational Airport’s to engaged with frontline staff and operational teams, short-form digital stories highlighted the dedication and care that power every smooth journey—bringing audiences closer to the human effort behind airport operations within the Adani Group ecosystem.
Digital amplification added further momentum to the campaign. Through BIG Live and the social media platforms of BIG FM RJs, the initiative generated over 21 million digital views.
Speaking on the initiative, Ashit Kukian, CEO, BIG FM, said, “Every journey has a story, and airports are a unique crossroads where countless human experiences converge. The No RJ Studio was our way of giving these stories a voice, allowing travellers to pause, reflect, and share moments that are often private but universally relatable. It’s a reminder that radio can be a platform for real human connection.”
