Connecting with students through Big Live!

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.

The programme will mainly revolve around four key elements. It will start with a self-assessment session for the youth, through a specially designed personality assessment questionnaire, so that the students can understand their interest areas and suitable career options. It will be followed by a motivational session, which will provide the necessary impetus to help them believe in themselves. A career counselling session will be conducted by experts to guide them towards potential career options. Apart from this, personality development tips will be provided to help students groom themselves.

Big Disha aims to reach out to 50,000 students across various small towns located in Uttar Pradesh and Madhya Pradesh.

Speaking about the idea behind Big Disha, Vineet Mittal, business head, Big Live-Rural, says, "Villages and small towns have limited opportunity and poor infrastructure for education. Students often walk for miles to go to school in tough conditions. They struggle to finish their education with the limited options available there. Lack of awareness, with no guidance, often forces them to quit studies midway. Hence, Big Disha's endeavour will bridge the gap and ensure that the youth are making appropriate career choices through appropriate career counselling."

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."