MUMBAI: Contributing its pie in educating the country, Big FM has initiated one-of-a-kind property titled ‘Big Disha’.
The education based rural marketing programme offers career counseling to small town youth to make informed career decisions, on the basis of their interest and personality. The strategy behind coming up with this initiative was to help unravel myths, make known the true potential about different streams and professional courses through experts, and guide students to pick up careers based on their personality type and interest areas.
The initiative, designed to benefit over six lakh youth across India has been rolled out in Bihar, UP and MP and will expand across Gujarat and West Bengal by third week of August. Skincare brand Gillette has come on-board and is supporting the initiative.
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Speaking about the initiative, 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 make 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.”
This is Phase 1 and if the property is successful it will roll out across states.
