Big FM celebrates the girl child this lohri

Big FM has launched an initiative – ‘Kudiyan Di Lohri’ – aimed at encouraging acceptance and celebration of the girl child the country. The network has partnered with the NGO Plan India and rock band Euphoria for the property. Plan India and 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 nine 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 grassroot level.

Commenting on the initiative, Ashwin Padmanabhan, Business Head, 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.”

Big hosted auditions across schools, RWAs, housing and residential societies to pick lucky girls between the ages of 5 years and 10 years, who will go on to be the crusaders (the face and voice) of the network, along with the RJs on the station, to spread the message of the ‘Kudiyan di Lohri’ campaign.

The girls have been featured across various 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, selected 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, Big FM has created special merchandise for the 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.