Gillette Guard Big Disha Campaign Launch

92.7 BIG FM ANNOUNCES ALLIANCE WITH GILLETE INDIA;

PRESENTS `GILLETE GUARD BIG DISHA' IN ANDHRA PRADESH

8 WEEK CAREER GUIDANCE CAMPAIGN KICKED OFF ON 28th OCTOBER; INTENDS TO REACH OVER A LAKH STUDENTS ACROSS THE STATE

Hyderabad, November 6th, 2013: 92.7 BIG FM today announced its partnership with Gillete India Ltd. for the Andhra Pradesh leg of its unique career counselling platform christened 'Gillette Guard BIG DISHA'. In a press conference graced by Sandeep Kishan and Rakshita, the radio station flagged off the initiative for schools and colleges across Andhra Pradesh starting with Rangareddi district. With the guiding principle of 'Career Banao, Life Banao', the 8 week awareness campaign which kicks off on 28th October, is expected to touch over one lakh students in the targeted markets.

With the tagline 'Career Banao, Life Banao', Gillette Guard BIG DISHA has been designed to enlighten students in the age group of 15-24 years, on a multitude of educational streams and the career opportunities that are open for them while focusing on developing their personality. BIG DISHA and Gillette Guard both armed with the same goal of helping the young generation achieve their dreams - this offering made for excellent synergies and a perfect fit.

The importance of education is no longer debated, but students in small towns often choose stereotyped career options based on the social recognition value of a particular course or what comes with pride of association, without considering the skill set requirements. With limited knowledge of wide range of career streams/courses available and their commercial potential, the young generation fails to make choices based on their interest area or personality traits and rather prefers to join the rat race. It is against this milieu that Gillette Guard BIG DISHA endeavours to be a single point information resource which is unbiased, transparent and honest enabling students to choose the most suitable career.

Speaking about the initiative Mr. Vineet Mittal, Business Head, BIG Rural said, "Through this initiative we want to offer students an opportunity to be able to make well informed career decisions. Gillette Guard BIG DISHA is further amplified through our radio network 92.7 BIG FM, which ensures excellent reach and audience participation. Our strategy is to leverage our media network to establish meaningful dialogues with our consumers and while providing exclusive engagement opportunities for Gillette Guard." Good grooming not only demonstrates self esteem and confidence but also is the key to make a strong first impression by setting oneself apart from the less tidy ones. To meet such needs of the Indian youth and help the students to be more presentable; Gillette Guard partners 'Big Disha' to prepare the youth for professional challenges that lie ahead. In line with Gillette Guard's purpose of 'Making a difference in Men's life', the interactive 'Grooming Workshop' that will be held focuses on overall grooming, art of creating a first impression in the interviews and emphasizes on how poor grooming in spite of great qualification can send all wrong signals to the interviewer. The grooming workshops also highlight the importance of being clean shaven for an interview along with various other etiquettes using 'Gillette grooming experts' , which is followed by a fun contest for participants - "Face of the Day" - where the winner shared his experience about Big Disha programme.

Sharat Verma - P&G Spokesperson said, "Gillette as a brand has always aimed to help men look, feel and be their best and now we are taking it a step forward where we are not just focusing on physical grooming but also on the over-all personality development. We are extremely proud to announce the partnership with Big Disha - an initiative aimed at empowering youth from smaller cities with the right guidance & training to identify their hidden potential and help them become confident as they look and feel their best. We have reached out to the youth of our country and are hopeful that through this platform we will empower them with confidence to feel and be their best in all that they do"