Birla Sun Life Insurance and 92.7 BIG FM present a unique platform for children to identify their real passion

Birla Sun Life Insurance and 92.7 BIG FM present a unique platform for children to identify their real passion


As a part of Birla Sun Life Insurance’s (BSLI) ‘Not Just Jobs But Passion’ initiative, this Children’s Day, 92.7 BIG FM will be run by children

This initiative aims to  generate conversations between parents and kids to identify the child’s real passion and helps support the child financially and emotionally in this endeavor

Talented kids with real passion in various aspects of radio programming will be given holistic hands-on training on the running of a radio station

Children will take charge of operating all aspects of BIG FM’s radio station in Mumbai, Delhi, Kolkata and Chennai

Birla Sun Life Insurance (BSLI), India’s leading Life Insurance Company, together with 92.7 BIG FM, will celebrate Children’s day with their unique ‘Not Jobs but Passion’ initiative.

Children today have opportunities to experiment with different creative hobbies which can fuel their professional interests. They explore avenues to live their real passions as against aiming to earn through conventional career paths. With this view to instill confidence in children to find and pursue their real passion and get their parents to support them, Birla Sun Life Insurance and 92.7 BIG FM invites parents to register their kids for the ‘Not Jobs but Passion’ initiative, thereby soliciting parental support towards kids pursuing their real passions. Entries will be screened by 92.7 BIG FM’s radio professionals. Depending on their interest, the station’s Programming Head, Copywriter, Radio Jockey and Voice-over Artist will train the shortlisted children.  They will have access to hands-on experience on all aspects of running a radio station. The program culminates on Children’s Day, when a number of these specially trained kids will take over and run 92.7 BIG FM’s Mumbai, Delhi, Kolkata and Chennai stations for the entire day.

On Children’s Day, listeners in the four mentioned metros will get an opportunity to enjoy the work of children as they share their experience on the training they receive in their respective fields of interest under the gamut of radio programming. Focusing on the fact that parents are the first doorway into the world of learning, and encouraging enthusiastic curiosity among children, the initiative aims to provide an enriching experience to both parents and children by fuelling emotional, social and intellectual needs in children.

Commenting on this initiative Mr. Ajay Kakar, Chief Marketing Officer, Financial Services – Aditya Birla Group said, “Today, children are exposed to a variety of options that tempt them to independently explore their interests. Not every child finds their real passion right away. Identifying and cultivating real passion needs parental support and encouragement. Parents are undoubtedly a child’s biggest cheerleader and passion partner.”

“To further this quest in search of real passion, on the occasion of Children’s Day, Birla Sun Life Insurance presents a rare opportunity for children with interest in radio programming to live their passion. In partnership with BIG FM we offer a unique opportunity to interact, train and learn from experts who run the radio station,” he elaborated.

This initiative is a part of BSLI’s “Not Jobs But Passion” (, a platform created by Birla Sun Life Insurance to engage young adults and parents in a debate over jobs v/s passion through conversational hooks. It offers details on various career options and a test to discover a child’s true passion. The platform encourages discussion on career plans with other parents and also offers assistance in financial planning to fulfil your child’s passion.

Speaking on this, Mr. Ashwin Padmanabhan, Business Head – 92.7 BIG FM said, “Parents are a child’s first teacher, helping satisfy curiosity, understand how things work through exploration and share delight in discovery. As an initiative that’s fresh and exciting, ‘Birla Sun Life Insurance Not Jobs But Passion’ endeavors to encourage parents to introduce little ones to an art that might one day become their strength and vocation. This is another initiative that lives on our tagline Suno Sunao, Life Banao. We thank Birla Sun Life Insurance for coming on board as our partners.”