Reliance Broadcast Network’s – radio arm 92.7 BigFM, 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 reaching out to over 6 lakh young people, has been rolled out in Bihar, UP & MP from 20th of July while GUJ & WB would be rolled out by 3rd week of August.
Consumer goods company Procter and Gamble’s leading skincare brand Gillette 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.
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”
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.