Reliance takes it to the heartland with career counselling

15 Sep,2011

By A Correspondent


BIG Live, the rural Intellectual Property division of Reliance Broadcast Network, has launched its new rural IP, BIG Disha, across key markets in the Hindi heartland. Travelling across cities, the property will have each city witness two-day career guidance programmes which aim to provide an opportunity for youth to make informed decisions about their career choices. This programme reaches out to students across small towns located around Bhopal and Kanpur and will continue till Sept 30.

The property has already partnered with Gillette for this activity.


With limited opportunity, poor infrastructure and students often having to walk miles to get to school, the Indian education system comes padded in tough conditions. The bigger challenge lies after they finish their education, where limited options and lack of awareness with zero guidance leaves them with the career decision that is most often not the best. BIG Disha is an initiative with the endeavour to bridge the gap and ensure the youth are making appropriate career choices through appropriate career counselling, said a statement from the company.


The programme has four key elements:

  • A self assessment session for youth through a specially designed personality assessment questionnaire so that they can understand their interest areas and career options which suits them
  • A motivational session which provides them the necessary impetus to help them believe in themselves
  • A career counselling session by career launcher experts to expose and guide them towards potential career options and
  • Personality development tips to help them improve on grooming and overall presentation


Mr Vineet Mittal, Business Head  BIG LIVE, Rural, said, Through this initiative we want to offer students an opportunity to be able to take well informed career decisions which is their right. Working alongside were marketers who are increasingly reaching out to the rural audiences and BIG LIVE’s rural initiative comes as an answer to suit requirements of reach and depth. BIG Disha is further viralled through our radio network 92.7 BIG FM, which ensures excellent amplification and better reach and participation. Our strategy is to leverage our media network to establish meaningful dialogues with our consumers and while providing exclusive engagement opportunities for brands riding on it.


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