Mumbai : 92.7 BIG FM announced its partnership with Gillette India Ltd. for its award-winning career counselling 
platform christened ‘Gillette Guard BIG DISHA’. With the guiding principle of ‘Career Banao, Life Banao’, the 16 week awareness campaign will not only reach over a lakh students with on-ground activities but will also educate them on lucrative careers through a radio show hosted by renowned radio storyteller Neelesh Misra. The innovative campaign initiated by 92.7 BIG FM will be supported by its radio stations in various cities and special initiatives on the digital platform. The radio show will go on air in UP, MP, Rajasthan and Jharkhand starting 8th December at 10am.
With the tagline ‘Career Banao, Life Banao’, Gillette Guard BIG DISHA has been designed to enlighten students in the age group of 15-24 years, on a multitude of educational streams and the career opportunities that are open for them while focusing on developing their personality. 92.7 BIG FM and Gillette India are both armed with the same goal of helping the young generation achieve their dreams – therefore this offering made for excellent synergies and a perfect fit. The initiative is expected to touch students in over 200 colleges through its on-ground activities and the radio show in UP, MP, Jharkhand and Rajasthan. Additionally students can keep abreast of new careers through www.bigdisha.co.in and the program’s facebook page https://www.facebook.com/BigDisha
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. The show will also feature experts from various vocational fields sharing their personal experiences with him.
The importance of education is no longer debated, but 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. It is against this milieu that Gillette Guard BIG DISHA endeavours to be a single point information resource which is unbiased, transparent and honest enabling students to choose the most suitable career. BIG DISHA and Gillette Guard are both armed with the same goal of helping the young generation achieve their dreams – therefore this offering made for excellent synergies and a perfect fit.
Speaking about the initiative Mr. Vineet Mittal, Business Head, BIG Rural said, “We are very proud to introduce the third edition of this award winning-initiative and are giving it a new perspective this time by presenting it as a radio show. Through this initiative we want to offer students an opportunity to be able to make well informed career decisions. Gillette Guard BIG DISHA is further amplified through the radio show hosted by the renowned Neelesh Misra, which ensures excellent listener connect, student participation and reach. Our strategy is to leverage our media network to establish meaningful dialogues with our consumers and while providing exclusive engagement opportunities for Gillette Guard.”
Sharat Verma – P&G Spokesperson said, “Gillette as a brand has always aimed to help men look, feel and be their best and now we are taking it a step forward where we are not just focusing on physical grooming but also on the over-all personality development. We are extremely proud to announce the partnership with Big Disha- an initiative aimed at empowering youth from smaller cities with the right guidance & training to identify their hidden potential and help them become confident as they look and feel their best. We have reached out to the youth of our country and are hopeful that through this platform we will empower them with confidence to feel and be their best in all that they do”
Source : Sachin Murdeshwar