MUMBAI: Adding another award on its mantle, Big FM has bagged two Rural Marketing Awards for its social campaign ‘Big Disha’.
The youth based education program focusing on rural markets won the ‘Best On-Ground/Event Marketing of the Year’ and the ‘Best Initiative Around Youth’ trophies, conferred by the Rural Marketing Association of India (RMAI).
The RMAI promotes the cause of rural marketing through the awards which applaud the best campaigns in marketing, branding, innovation and CSR.
Big Rural business head Vineet Mittal said, “It is an extremely proud moment for us to win the Rural Marketing Awards for our IP, ‘Big Disha’. It is extremely motivating for us to receive appreciation for the rural youth education campaign we conducted in partnership with the Gillette team. We started it as an ambitious venture and are very happy to see the support it has received all along. We look forward to creating more landmark concepts which will help towards the education of more youth in rural India and creating a better life for them.”
The winning campaign was designed to provide career counseling to small town youth while preparing them for professional challenges that they might face. As part of the campaign ‘Helping Men Look, Feel and Be at their Best’, ‘Big Disha’ along with partner Gillette Guard tied up with several colleges and vocational outlets across Bihar, Madhya Pradesh, Uttar Pradesh, West Bengal and Gujarat.
The initiative reached out to over six lakh youth across 325 towns through career and grooming workshops, giving the youth the right kind of training and guidance towards choosing a career and shaping their personalities.