RadioandMusic
| 30 May 2020
Big FM along with Gillette Guard aims to help young minds achieve their dreams through 'Gillette Guard Big Disha'

MUMBAI: Youth, specifically those who fall between the age bracket of 13 – 24 years comprises of almost 23% of the population and are the most powerful influencers in the country. To encourage and guide these young minds to pursue ambitions that will enable them to lead the country and further empower generations to come, Big FM is back with the Gillette Guard Big Disha campaign in its third consecutive year. The unique career counseling platform with its guiding principle ‘Career Banao, Life Banao’ has now expanded to Haryana, Bihar and Jharkand in a ground-breaking awareness campaign which kicked-off on Oct 29th, 2014 across 124 towns in the state.

Understanding that every individual has a different skill set, the Gillette Guard Big Disha campaign aims to help the youth recognize their distinctive skills and talents and provides them with direction on the career front. Big FM in association with Gillette Guard is also hosting a number of seminars to educate the youth on a multitude of educational streams and career opportunities that are open for them while also focusing on developing their personality. Personality Development sessions with special emphasis on grooming will also be held for the youth in order to make them realize that along with education, paying special attention on grooming oneself is also equally important to achieve your goals and make your dreams come true. In doing so, Big FM and Gillette will be opening doors to an all-new world of exciting career options for the youth across states to enable them to make well-informed career decisions.

Speaking of the campaign, Reliance Big Rural business head Vineet Mittal said, “We are extremely delighted to announce The Gillette Guard Big Disha campaign that has now moved to its third year. Youth, especially in rural cities are unaware of the increasing number of course offerings, both, vocational as well educational. To give them a better understanding of their skill sets and help them realize their potential to affect change, we try and reach out to the youth even in the remotest cities through Big FM’s largest FM network. We have received a tremendous response so far and are positive that this campaign has the potential to help bring about a revolution in a way."

Gillette India country marketing manager Rajeev Sathyesh stated, “Gillette’s brand purpose is to help men make a difference in their world. A clean-shaven well-groomed look goes a long way in building an individual’s self-esteem and confidence. Looking well-groomed and presentable also sets one apart from other individuals and helps create a good first impression in most of the important occasions in life. To address the grooming needs of young individuals and to make them aware of potential career opportunities, we have partnered with Big FM through the ‘Gillette Guard Big Disha Program’. We are extremely happy to see the response that we have received in the last two years and are certain that going forward as well, this campaign will enable millions of young minds achieve their desired goals."

Gillette Guard Big Disha has covered over 650 towns in the states of, U.P., M.P, Bihar, Jharkhand, Rajasthan, Andhra Pradesh, Karnataka, West Bengal as well as Gujarat in the past 2 years.

The award winning youth campaign conceptualized by the partnership between Big FM and Gillette has already reached out to and engaged with over 10 lac youth directly. In a bid to slowly touch upon the lives of the youth across the country, Big FM has been all geared up to action the campaign further in Haryana this year.