Music and Youth
Big FM gets digitally loud with Jay Soni as India’s first Digital Jockey for Gujarat rollout
MUMBAI: Big FM just turned up the volume – not on your radio, but across your phone screen. In a move as spicy as a Kathiyawadi thali, the radio veteran has leapt into the creator economy with India’s first-ever digital jockey (DJ) – and who better to pilot the desi-digital fusion than television heartthrob and proud Gujarati, Jay Soni?
Big FM announced the #DigitalJockey initiative – a hybrid beast fusing the nostalgia of radio storytelling with the pixel-perfect punch of digital content. The launch marks a strategic milestone in Big FM’s ambitious digital playbook, giving audiences something fresher than a Rajkot morning and deeper than a Vadodara poetry jam.
And at the centre of this whirlwind is Soni, donning the DJ (not disc jockey – digital jockey, please) hat for Gujarat Diaries, an all-new series that dives into the state’s untapped tales. From conversations with artists and entrepreneurs to decoding local quirks and centuries-old customs, this isn’t just another travelogue—it’s Gujarat in 4K, with surround sound and sans clichés.
Big FM COO Sunil Kumaran didn’t hold back on the ambition. “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”, said he.
Soni, who looks equally comfortable narrating anecdotes as he does charming television aunties, chimed in with full-throttle excitement. “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.”
The series, which will live across Big FM’s growing footprint on Youtube, social media and podcasts, aims to make content as snackable as a fafda-jalebi combo. And with campaigns like #TheSocialStar, MOMfluence, and BIG Dhun in its portfolio, Big FM is turning into a 360° content powerhouse that plays equally well on smartphones as it does on stereos.
Big FM is now betting big – pun intended – on scaling the Digital Jockey format to more regions. Picture local legends, regional vibes, and pan-India reach – all delivered in bite-sized, dopamine-hitting digital drops.
So, the radio might be old-school, but the beat? That’s entirely 2025.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
