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Through Big Disha, the network aims to provide an opportunity for the youth to make informed decisions about their career choices. It aims to reach out to 50,000 students across various small towns located in Uttar Pradesh and Madhya Pradesh.
Big Live, the rural intellectual property (IP) division of Reliance Broadcast Network, a part of the Anil Dhirubhai Ambani Group (ADAG), has recently launched a new rural IP, Big Disha, across the Hindi heartland.
Through Big Disha, the network aims to provide an opportunity for the youth to make decisions about their career choices.
Big Disha aims to reach out to 50,000 students across various small towns located in Uttar Pradesh and Madhya Pradesh.
The activity, which started last week, will continue until September 30. Each city will witness a two-day career guidance session. The property has partnered with Gillette, and the programme will also be publicised through Big 92.7 FM.
Talking about getting Gillette as a sponsor, Mittal explains, "Big Live properties provide an excellent platform for brands to establish meaningful dialogue with their core target group. As the property is targeted towards the small town youth, Gillette was approached to ride on this, as it offers superior grooming products, which help the youth in personality development."
Mittal further adds, "As of now, we are pilot-testing it in Uttar Pradesh and Madhya Pradesh. Our plan is to scale it up across markets post-pilot."