92.7 BIG FM’s ‘GILLETTE GUARD BIG DISHA’ honored as ‘Youth Campaign of the Year’
Mumbai, Reliance Broadcast Network’s rural business vertical BIG RURALtook home three awards for excellence in the area of Rural Marketing and Communication at the RMAI Flame Awards on 17th January, 2014 in Gurgaon. Among the other awards 92.7 BIG FM’s ‘GILLETTE GUARD BIG DISHA’ was honored with the Gold award as ‘Youth Campaign of the Year’.
Through the past few years BIG RURAL has been initiating path breaking campaigns across the Indian hinterland. With innovative campaigns like BIG DISHA, BIG Junior Star, Mele ka BIG Star etc, BIG Rural has not only engaged the rural masses in a novel way but also provided excellent integration opportunities and value for money for the advertisers associating with these campaigns. This year, 3 of its properties viz. GILLETTE GUARD BIG DISHA’, ‘AMBUJA BIG PANJA LEAGUE’ and ‘CLOSE UP ANTAKSHARI’ won honors for their success.
‘GILLETTE GUARD BIG DISHA’ won a Gold award as the ‘Youth Campaign of the Year’. The campaign was conceptualized to offer critical career advice and career counseling to youth in schools and colleges in small towns. As a part of the campaign, BIG Disha along with partner Gillette Guard tied up with multiple colleges and vocational enterprises across Madhya Pradesh, Uttar Pradesh, Rajasthan and Jharkhand, reaching out to over 6 lakh youth across 325 towns through career and grooming workshops in regional languages. This year, the campaign was launched also as a radio program by the name of ‘Gillette Guard BIG Disha with Neelesh Misra’ on 92.7 BIG FM.
The RMAI Flame Awards recognizes and rewards successful case studies in rural marketing every year. This year, the event was attended by 300 participants from Corporate, Media, Consultancy and implementation organizations. 209 entries spread across 25 categories were received and 63 won awards. India’s most reputed and eminent personalities made up the awards jury. These included Mr. S Sivakumar — Chief Executive (ABD) ITC Ltd, Ms. Geetu Verma, Executive Director, Unilever, Mr. Harish Bijoor, Brand — Strategy Specialist & CEO, Harish Bijoor Consults Inc and Mr. George Angelo, Executive Director (Sales), Dabur India Ltd among others.
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Atul Malikram