Birla Sun Life-Big FM get together to help kids live their real passion in radio

12 Nov,2013

By A Correspondent


As Children’s Day draws closer, almost every media brand manager (and his uncle and aunt) dreams up something to target kids. Tokenism of this nature is commonplace. Even MxMIndia does it 🙂


But sometimes brands  come up with winner ideas. Like this one from the Aditya Birla group’s Birla Sun Life Insurance which has got us humming that famous Aamir Khan song from his 1988 film Qayamat Se Qayamat Tak – Papa Kehte Hain Bada Naam Karega, Beta Humaara Aisa Kaam karega. And as it continues: Magar yeh toh koi na jaane, kee meri manzil hai kahaan.


Birla Sun Life Insurance (BSLI) has established a ‘Not Just Jobs But Passion’ initiative and as part of this, Children’s Day 2013 will see Reliance Broadcast’s part-retro radio network 92.7 Big FM being run by children.


The initiative aims to  generate conversations between parents and kids to identify the child’s real passion and helps support the child financially and emotionally in this endeavour. Talented kids with real passion in various aspects of radio programming will be given holistic hands-on training on the running of a radio station. Children will take charge of operating all aspects of Big FM’s radio station in Mumbai, Delhi, Kolkata and Chennai


Ajay Kakar

Commenting on this initiative Ajay Kakar, Chief Marketing Officer, Financial Services – Aditya Birla Group said, “Today, children are exposed to a variety of options that tempt them to independently explore their interests. Not every child finds their real passion right away. Identifying and cultivating real passion needs parental support and encouragement. Parents are undoubtedly a child’s biggest cheerleader and passion partner. To further this quest in search of real passion, on the occasion of Children’s Day, in partnership with Big FM we offer a unique opportunity to interact, train and learn from experts who run the radio station.”



Ashwin Padmanabhan

Said Ashwin Padmanabhan, Business Head, 92.7 Big FM, “As an initiative that’s fresh and exciting, ‘Birla Sun Life Insurance Not Jobs But Passion’ endeavours to encourage parents to introduce little ones to an art that might one day become their strength and vocation. This is another initiative that lives on our tagline Suno Sunao, Life Banao. We thank Birla Sun Life Insurance for coming on board as our partners.”


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