RELIANCE BROADCAST NETWORK’S 92.7 BIG FM TAKES BIG DISHA TO OVER SIX LAKH RURAL and SMALL TOWN INDIAN YOUTH
NATIONAL LEVEL YOUTH PROGRAM TO COVER 650 COLLEGES ACROSS 325 TOWNS IN 5 STATES WITH 68 TOWNS IN WEST BENGAL ALONE
BRINGS ON BOARD P&G’S GILLETTE AS PARTNER
INITIATIVE TO GUIDE STUDENTS TO CHOOSE CAREERS BASED ON THEIR PERSONALITY TYPE AND AREA OF INTEREST
Kolkata,Reliance Broadcast Network’s – radio arm 92.7 BIG FM, that develops executes and owns intellectual properties across platforms, is all set to take the company’s ambitious BIG Disha initiative to over six lakh rural youth across India. BIG Disha is a one-of-a-kind education based rural marketing programme offering critical career counsel that helps empower small town youth to make informed career decisions, basis their interest and personality. The initiative, designed to benefit youth from 325 towns, across 5 states of MP, UP, WB, BIH & GUJ reaching out to over 6 lakh young people. In West Bengal alone it would cover 68 small towns across the state
Understanding that the youth are the biggest influencers and consumption drivers for many categories including their own, consumer goods company Procter and Gamble’s leading brand Gillette – known for its initiatives to penetrate into the hearts of Indian consumers – is partnering with 92.7 BIG FM to support BIG Disha.
92.7 BIG FM set out to develop BIG Disha after understanding that small town youth possess the skill, attitude and potential to compete with their urban counterparts in different career fields. What handicaps them is the lack of honest and unbiased information avenues and career guidance tips to help them unleash their true potential. It is reported that after medical emergencies, education is considered the second most important reason for savings in rural households. 92.7 BIG FM’s newest platform will help unravel myths, make known the true potential about different career streams and professional courses through a chosen set of career experts, and guide students to pick up career choices based on their personality type and interest areas.
Reliance Broadcast Network’s strategy is to leverage its extensive and robust radio network – 92.7 BIG FM to establish meaningful dialogues with its consumers and provide exclusive engagement opportunities for brands riding on it. BIG Disha will provide a fantastic platform to marketers from various industries to be part of road shows, one on one interaction and more, while reaching out to relevant prospective customers across SECs in the smaller towns in India.
Speaking about BIG Disha, Company spokesperson said, “Education is considered to be the single most important element to help bridge the rural and urban divide and our initiative through BIG Disha is to empower the youth to informed career choices. While we amplify these effectively through our radio and television network, we offer an excellent platform for marketers to ride on. We are happy to have Gillette on board as partners and are confident of together, being able to make a positive difference”
Sharat Verma – P&G Spokesperson said, “Gillette as a brand has always aimed to help men look, feel and be their best and now we are taking it a step forward where we are not just focusing on physical grooming but also on the over-all personality development. We are extremely proud to announce the partnership with Big Disha – an initiative aimed at empowering youth from smaller cities with the right guidance & training to identify their hidden potential and help them become confident as they look and feel their best. We have reached out to the youth of our country and are hopeful that through this platform we will empower our youths with confidence to feel and be their best in all that they do
According to studies, more than half of India’s over 1.2 billion people are under the age of 25, making it possibly the youngest nation in the world. Indian youth have the drive and the determination to follow their dreams with a passion rarely seen among generations in earlier decades. Many are highly educated in their own towns and are at a loss when it comes to deciding what to do with fulfilling their dreams.