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.