MUMBAI: Bringing in a social relevance to festive celebrations, Big FM has announced a unique campaign titled ‘Kudiyan di Lohri’ in association with NGO Plan India and rock band Euphoria.
The campaign will celebrate the festival of Lohri and also encourage acceptance and celebration of the girl child in its crusade against gender inequality. Bringing in the power of music to help take the campaign forward, Plan India and Euphoria have recently released a song on female empowerment titled ‘Main Hoon’ which has been chosen as the theme song for the initiative which will culminate on 18 January.
It is being hosted across the network’s nine north markets including Delhi, Punjab, Haryana, Chandigarh, Himachal Pradesh and Jammu amongst others, and is also being extensively promoted across on-air and on-ground properties through music concerts, digital and outdoor. Marking the festival of Lohri, a special concert will be held on 13 January in Jalandhar featuring Euphoria.
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Commenting on this association, Euphoria lead vocalist Dr Palash Sen said, “In the past few weeks things have drastically changed in our society, and it’s about time that as individuals we come together to bring about a change in the general perception of women and girl children. I am happy to be a part of this campaign led by Big FM, and thrilled that our music can be put to use for such a noble endeavour.”
Big FM hosted auditions across schools and residential societies to pick lucky girls between the ages of 5-10 to be the crusaders of the campaign along with popular RJs. The girls were featured across popular shows on the channel and interacted with listeners and celebrities who have daughters, discussing the concept of ‘Kudiyan Di Lohri’ and creating awareness to initiate a change.
Big FM business head Ashwin Padmanabhan said, “We believe that with the right amount of support and positive action we can change our society’s negative mindset towards the female gender. It is time to put an end to girl child discrimination and give them a chance to achieve their full potential. We are confident with the large scale amplification of ‘Kudiyan Di Lohri’; our initiative will be an agent of change, in altering people’s perspective when it comes to having girl children. We are thankful to both Plan India and Euphoria for partnering with us in this cause.”
The campaign will also see on-ground activations where girls will visit the houses of listeners who have recently given birth to a girl child, with a ‘Shagun Ki Thali’ welcoming them into the world and sharing the joy of being a girl. In addition to this, select families who have been blessed with a baby girl in the year gone by will be invited to celebrate the baby’s first Lohri in the Big ‘Kudiyan Di Lohri’ party which will be held on 13 January in all north markets.
The network also created special merchandise for this occasion in the form of ‘Kudiyan Di Lohri’ badges that were distributed through partner establishments and offering discounts to listeners walking in with their daughters in partner outlets.
