Big Live and Marico take on-ground initiative to empower rural women

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | May 07, 2012
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The programme aims to empower 80,000 women across seven districts of Bihar by educating them on topics ranging from education, nourishment and personal grooming to provide them and their families a better future.

Big Live, the intellectual property division of Reliance Broadcast Network, has partnered with Marico for a consumer outreach programme called Nihar Sunday Saksham Parivaar for Nihar Naturals.

The programme aims to educate 80,000 women across seven districts of Bihar. It is an engagement platform for the women, empowering them with skills that will provide them and their families with a better future, and contribute to the overall development of their villages.

The Nihar Sundar Saksham Parivaar programme engages participants in a dialogue that involves various topics ranging from education, nourishment, personal grooming and many more. The topics will be explored in an entertaining way through the story of Niharika, the archetype of the progressive woman of today, and will be supported by engaging sessions conducted by the experts in the field of grooming and education.

Rabe T Iyer

Rabe T Iyer, business head, 92.7 Big FM and Big Live, says, "As women play a multi-faceted role in the evolution of society at large, the Nihar Sundar Saksham Parivaar programme aims to engage in a dialogue with these women on various elements that will enhance the lives of their families. Also, the consumer-centric nature of the programme will help the brand to establish meaningful connections to build positive imagery."

Supported by opinion leaders such as sarpanches, Anganwadi workers, school principals, ASHA didis and sevikas, the outreach programme also felicitates progressive women in the villages with Niharika Award, which will recognise the contribution of these women in the progress of society as a whole.

Moreover, participants can also avail information and get answers to any of their queries related to hair care and hair problems through the Nihar Sundar Saksham Parivaar helpline.

The outreach programme began in February, 2012 and will continue till June, 2012.The concept is to connect to the target group (women) and educate them to progress in life and get recognition for their families.

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