Birla Sun Life and Big FM launch ‘Not Jobs but Passion’ initiative


Birla Sun Life Insurance (BSLI), together with 92.7 Big FM, celebrated Children’s Day with a unique ‘Not Jobs but Passion’ initiative. Children today have opportunities to experiment with different creative hobbies which can fuel their professional interests. They explore avenues to live their real passions as against aiming to earn through conventional career paths. With a view to instil confidence in children to find and pursue their real passion and get their parents to support them, BSLI and Big FM invites parents to register their kids for the initiative.

Entries were screened by Big FM’s radio professionals. Depending on their interest, the station’s Programming Head, Copywriter, RJs and Voiceover Artists trained the shortlisted children. They had access to hands-on experience on all aspects of running a radio station. The programme culminated on Children’s Day, when a number of these specially trained kids took over and run Big FM’s Mumbai, Delhi, Kolkata and Chennai stations for the entire day.

On Children’s Day, listeners in the four metros got an opportunity to enjoy the work of children as they shared their experience on the training they received in their respective fields of interest under the gamut of radio programming. Focusing on the fact that parents are the first doorway into the world of learning, and encouraging enthusiastic curiosity among children, the initiative aimed to provide an enriching experience to both parents and children by fuelling emotional, social and intellectual needs in children.

Ajay Kakar, Chief Marketing Officer, Financial Services – Aditya Birla Group, said, “Today, children are exposed to a variety of options that tempt them to independently explore their interests. Not every child finds their real passion right away. Identifying and cultivating real passion needs parental support and encouragement. Parents are undoubtedly a child’s biggest cheerleader and passion partner.”

“To further this quest in search of real passion, on the occasion of Children’s Day, Birla Sun Life Insurance presented a rare opportunity for children with interest in radio programming to live their passion. In partnership with BIG FM we offered a unique opportunity to interact, train and learn from experts who run the radio station,” Kakar added.

Ashwin Padmanabhan, Business Head, 92.7 Big FM said, “Parents are a child’s first teacher, helping satisfy curiosity, understand how things work through exploration and share delight in discovery. As an initiative that’s fresh and exciting, ‘Not Jobs but Passion’ endeavoured to encourage parents to introduce little ones to an art that might one day become their strength and vocation. This is another initiative that lives on our tagline ‘Suno Sunao, Life Banao’.”

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