[vc_row][vc_column][vc_column_text]Client: Reliance Broadcast Network Ltd.
Project: Big Disha ‘Face of the Day’.
Territory: Bhopal, Indore, Gwalior, Jabalpur
Media Deployed: Boards, Freebies, Standees
Reliance Broadcast Network launched an ambitious initiative called “Big Disha” with the aim of assisting rural youth in choosing the right career path. It’s a one-of-a-kind education-focused rural marketing initiative that provides crucial career advice to small-town teenagers, allowing them to make educated career choices based on their interests and personalities. The initiative was partnered by Gillette Guard to enhance its effect and penetration.
Reliance needed a well-thought-out route plan to reach out to rural communities, disseminate awareness about the campaign, and engage as many young people as possible.
Ascent created an advertising campaign targeted at colleges and schools in the aforementioned territories after deliberating the mandate.
- Career Counseling Session: The career counseling is being facilitated by qualified experts who are conducting seminar sessions on various career courses and resolve their queries.
- Personality Development sessions: In this session experts are giving tips on improving personality like dressing, grooming, body language, behavior etc.
- Shaving Session: It is a part of the program by Gillette Guard to reinforce the message of daily hygiene among male students.
Concept & Execution
Small town youths possess the skills, attitude, and potential to compete with their urban counterpart. What they lack is the right exposure and development of their skills. The unavailability of honest and unbiased information avenues and career guidance further clippers their ability. To counter this very issue, Ascent together with Reliance conceptualized an event-based campaign. A touchpoint approach was incorporated for the optimum result of the campaign.
At various schools and colleges, career counseling sessions and personality development sessions were conducted. Throughout the whole campaign duration, everyday sessions from 9:00 am to 6:30 pm were successfully conducted in schools and colleges.
The youths between the ages of 16 and 22 were targeted. Youth-oriented catchment areas such as supermarkets, cyber cafes, stationery stores, and food joints were visited, and posters and leaflets informing the TG about the initiative were distributed.
A van was deployed for the audio announcement. It played jingles and information about the campaign and urged the youths to register for the activity. The van carried a promoter who would hand over the leaflets to students and shop owners. 20 leaflets were to be given to cyber cafes and shop owners to distribute to students.
At schools and colleges, a special registration desk was erected to register the names of interested students for the seminar. After registering their names, they were handed a psychometric test to be filled. Later they were ushered in the waiting room before the start of the session.
A team of career counselors, event planners, and promoters was mobilized to ensure that the sessions were run smoothly. The setup of the session room was done with great care. Two classrooms were used, with projectors, desktop computers, portable sound systems, and power supplies installed. Every day, at least 50 students participated in grooming and therapy sessions.
The first seminar session was conducted on career counseling where qualified experts were present to guide students about career choices. They were thoroughly counseled which career option to opt for according to their interests and skills. They listened to the queries of the students and resolved their doubts. It was an interactive session where students were directly approached to initiate dialogue.
The next round of the program was the Personality Development session. A person’s Personality plays a crucial part in his/her professional success. Since the whole initiative was to prepare students for their professional future, a personality development session was imperative. The experts conducting the session gave tips to the students about grooming and dressing. They were also taught about body language, behavior, and attitude to create a positive change in their overall personality.
The next round was a competition round that involved fun and excitement. Shaving being a part of personality grooming, it is important to know how effective it is to create a lasting impression through proper shaving. Gillette Guard is a known name for providing a comfortable shaving experience through its innovative techniques. So, it joined hands with Reliance to make Big Disha a success.
‘FACE OF THE DAY’
To reinforce the message of daily hygiene and shaving amongst the male students, we ideated a game-based activity for Gillette Guard called ‘Face of the Day.
An exclusive set-up was placed to give the students an opportunity for self-shave. The activity was managed by 2 promoters who made pre-required arrangements beforehand. Each student was given a shaving brush, a mug filled with water, and Gillette Razor to shave. Throughout the activity, promoters demonstrated how Gillette Guard provides a painless, perfect shave and taught students about the ‘Face of the Day’ competition. Since the winner will receive a Reebok Wrist-watch from Gillette Guard, the competition provided an atmosphere of thrill and excitement in the air.
Result and Response:
Our strategy was to leverage our efforts and widespread the reach of BIG Disha initiative and help as many youths as possible. Our touch point approach together with co-ordination amongst the members helped us achieve the aimed target.
During the whole campaign, far off districts and small towns were covered were we built direct communication with our targeted audience.
The response from the students as well as the school and college administration was great. Our efforts were acknowledged and appreciated greatly. During the whole execution of the program, many students came forward with their views on maintaining personal hygiene.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][image_carousel images=”13783,13784,13785,13786,13787,13788,13789″ click_action=”light_box”][/vc_column][/vc_row]