We want to help the young generation to achieve their dreams

 

We want to help the young generation to achieve their dreams

 

~ In his signature crisp style, Reliance BIG Rural’s Business Head fields our questions on their very promising career guidance program.~

 

92.7 BIG FM is a radio station known for its localised programming and innovative content. Its shows like ‘Yaadon ka Idiot Box’ and ‘Suhana Safar with Annu Kapoor’ as also special properties like ‘Kai Po Chhe’ and BIG STAR Entertainment Awards have been listener’s favourites. The channel has always done its bit for the society through most of its campaigns and won multiple awards for it internationally.

 

92.7 BIG FM recently announced its partnership with Gillete India Ltd. for its unique career counselling platform christened ‘Gillette Guard BIG DISHA’. The award winning property is also being launched as a radio show hosted by Neelesh Misra where listeners will get information about 16 unique careers. With the guiding principle of ‘Career Banao, Life Banao’, the 8 week awareness campaign which kicked off on 28^th October, is expected to touch over a lakh students in the targeted markets. The program is currently active in many towns and is seeing massive participation from students.

 

We had a chance to interact with Mr. Vineet Mittal who is the Head of BIG Rural and the brain behind the campaign. Here are excerpts from the interview with him encapsulated in a Jaldi five format:

 

1. 1.       What is the campaign all about?

Gillette Guard Big Disha is a career counselling program specially designed for students in the age group of 15-24 years. With the tagline ‘Career Banao, Life Banao’, Gillette Guard BIG DISHAhas been designed toenlighten students on a multitude of educational streams and the career opportunities that are open for them while focusing on developing their personality.

 

1. 2.       What is the objective behind doing this campaign?

Students in small towns often choose stereotyped career options based on the social recognition value of a particular course or what comes with pride of association, without considering the skill set requirements. With limited knowledge of wide range of career streams/courses available and their commercial potential, the young generation fails to make choices based on their interest area or personality traits and rather prefers to join the rat race. We are a Life Banao radio station — we aim to be that guiding light for the young generation through Gillette Guard BIG Disha.

 

1. 3.       Why has Neelesh Misra been chosen to host this in a radio show format?

While the program will reach thousands of students on-ground with career- guidance activities, its on-air extension in the form of a radio show called ‘Gillette Guard BIG DISHA with Neelesh Misra’ will educate students on different careers through 16 weeks. Neelesh Misra carries a treasure of experience as a journalist, Bollywood script-writer and a radio host. He has already created a niche for himself through his national show Yaadon ka Idiot Box on 92.7 BIG FM and connects very well with listeners across the country.Therefore he is a perfect fit for the show.The show will also feature experts from various vocational fields sharing their personal experiences with him.

 

1. 4.       Why this association with Gillette Guard?

Good grooming not only demonstrates self esteem and confidence but also is the key to make a strong first impression by setting oneself apart from the less tidy ones. To meet such needs of the Indian youth and help the students to be more presentable we thought the brand made for a perfect fit for our program. BIG DISHA and Gillette Guard both armed with the same goal of helping the young generation achieve their dreams — this offering made for excellent synergies between the two brands.

 

1. 5.       How will this campaign be amplified by 92.7 BIG FM?

Gillette Guard BIG DISHA is amplified through our radio show on 92.7 BIG FM, which ensures excellent reach and audience participation. Our strategy is to leverage our media network to establish meaningful dialogues with our consumers and while providing exclusive engagement opportunities for Gillette Guard. Tactically speaking, the show will educate listeners about various lucrative careers through an eminent personality like Neelesh Misra.

 

~ Tune-in to Gillette Guard BIG Disha every Sunday at 10am only on 92.7 BIG FM! ~

 

 

For more information

PR 24x7 Network Limited

Atul Malikram

[email protected]

www.pr24x7.com