The last of entrants in India's cluttered Radio Category was BIG 92.7 FM. It came with the unique Brand Proposition of ‘Life Banao’ – enhancing ordinary everyday life. The challenge was to take this proposition onto the Internet targeting Males, aged 12-29. We came up with a unique offering – the ‘BIG Voice’ Scrap. Users of popular Social Networking site, Fropper, could now record their voice and send out a Voice Scrap to their friends as against the normal text scrap. This media innovation helped users express themselves thereby enhancing everyday life!