Delhi: 92.7 BIG FM in its endeavour to create a change in society and positively impact the lives of listener announces its association with NGO Plan India and rock band Euphoria for its first property ‘Kudiyan Di Lohri’.
As the name suggests, the initiative aims at encouraging acceptance and the celebration of the girl child in India, a country where goddesses are worshipped and the girl child is condemned. With this initiative, 92.7 BIG FM launches its crusade against gender inequality.
92.7 BIG FM has partnered with Plan India, the country’s foremost NGO for children committed to the principles of child rights and equality, and, Euphoria to give it size and involve masses across the country. Believing in the power of music to move hearts and minds alike, Plan India & Euphoria have dedicated their recently released song ‘Main Hoon…’ on female empowerment to be the theme song for this initiative of creating a change in society!
‘Kudiyan Di Lohri’ is being hosted across 9 northern markets – Delhi, Punjab, Haryana, Chandigarh, Himachal Pradesh and Jammu and is aimed at changing social mindsets in order to get to the heart of this problem and tackle it at a grass root level.
92.7 BIG FM has already hosted auditions across schools, RWA’s, housing and residential societies to pick lucky girls between the ages of 5-10 who will go on to be the crusaders (the face and voice) of 92.7 BIG FM, along with popular RJ’s on the station, in spreading the message of the ‘Kudiyan di Lohri’ campaign. The girls have been featured across popular shows on the radio channel and have interacted with listeners and celebrities who have daughters, discussing with them the unique concept of ‘Kudiyan Di Lohri’ and spark awareness and initiate a change.
The campaign will also see on-ground activations where little girls will visit the homes/families of listeners who have recently given birth to a girl child, with a Shagun Ki Thali welcoming them into this world and sharing the joy of being a girl. In addition to this, select families who have been blessed with a baby girl in the year gone by will be invited to celebrate their little girl’s first Lohri in the BIG ‘Kudiyan Di Lohri’ Party.
To augment the campaign, 92.7 BIG FM has created special merchandise for this occasion in the form of ‘Kudiyan Di Lohri’ badges that were distributed through partner establishments. Special alliances have been initiated with partner outlets offering discounts to listeners walking in with their daughters.
This initiative marks the beginning of a series of initiatives across the country, which aims to create a safer society for women in India.
Commenting on the initiative, Ashwin Padmanabhan, Business Head 92.7 BIG FM said, “We believe that with the right amount of support and positive action we can change our society’s negative mindset towards the female gender. It is time to put an end to girl child discrimination and give them a chance to achieve their full potential. We are confident with the large scale amplification of Kudiyan Di Lohri, our initiative will be an agent of change, in altering people’s perspective when it comes to having girl children. We are thankful to both Plan India and Euphoria for partnering with us in this cause.”
Bhagyashri Dengle, Executive Director, Plan India said, “A girl in India faces barriers at every stage of her life including violations of her right to get access to quality education, proper healthcare, and protection from abuse & exploitation.. Plan India’s Because I am a Girl campaign is committed towards galvanizing action to ensure every girl is able to realize her full potential. We are therefore glad to partner in this initiative that is a nationwide call for all to join hands together to support girls’ rights and value the girl child.”
Commenting on this association, Dr. Palash Sen, Euphoria said “In the past few weeks things have drastically changed in our society, and it’s about time that as individuals we come together to bring about a change in the general perception of women and girl children. I am happy to be a part of this campaign led by 92.7 BIG FM, and thrilled that our music can be put to use for such a noble endeavour.”
A judicious mix of media including 92.7 BIG FM, OOH media and the social media will be pressed into service to promote this property. It goes without saying that this multi-media approach will connect with consumers across various touch points.