MUMBAI: Backed by the success of the BIG Disha’s earlier seasons, BIG FM and Gillette India partner once again to launch – ‘Gillette Vector 3 BIG Disha’. With the aim of grooming and training youth through their first steps in the professional world, the initiative kicks off on 8 December, and will go across the markets of Hyderabad, Baroda and Ahmedabad, one week per city, reaching out to youth, in the age group of 20-25 years.

Speaking of the campaign, BIG Rural, business head Vineet Mittal, said, “The response this far has been extremely encouraging and has worked well both for the consumers as well as our partners Gillette India. We look forward to continuing to develop newer solutions for Clients which help deliver brand objectives, while positively impacting the lives of our listeners.”

Aimed at guiding the youth through their first steps as a professional, the property will see each city host experts who will train students on key skills like resume building, time management, communication skills, grooming and etiquette, and the effective use of the internet. Through alliances across B schools and professional institutions in each of the cities, it promises to ensure maximum reach to the youth. The entire on ground initiative will be amplified through the radio platform on 92.7 BIG FM.

Gillette India country marketing manager Rajeev Sathyesh, said, "Looking well-groomed and presentable also sets one apart from other individuals and helps create a good first impression in most of the important occasions in life. To address the grooming needs of young individuals and to make them aware of potential career opportunities, we have partnered with Reliance Broadcast Network to take this successful initiative forward now with Gillette Vector-3."