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Big FM partners with Welspun India and Madison Media for ‘Chalo Paltai’

Shreoshree Chakrabarty November 11, 2020
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To bring a positive change in society, Big Fm has always come forward to challenge the social norms. This time too, one of the leading radio networks in the country, BIG FM, has come together with Welspun India, a leading company in home textile and Madison Media, a diversified communications group, with ‘Chalo Paltai’. The objective of providing entertainment with a purpose serves here as the campaign aims to reverse the age-old rules set by society. The successful conclusion of the campaign motivated a change in mindset that empowers women while challenging the patriarchal conditioning encouraging a role-reversal.

Apposite questions regarding the persisting patriarchy in the society have been addressed in this initiative which was launched right during the widely celebrated and auspicious time Durga Puja festivities in Kolkata. This initiative presented a female priest, reversing the rules, perform the rituals in one of the pandals set in the city of joy. The male dominating field of playing Dhak was also seen performed by the females. And as a part of the campaign, the female RJs replaced the morning prime time male BIG RJs of Kolkata, setting the correct example of reversing the roles. Featuring recitals of Mahishasura Mardini, sung by a female singer, Swagata Laxmi, the launch of BIG Mahalaya broke the archaic cultural norm. The campaign was successful in delivering the key message of equality to the listeners in an engaging and effective manner. Also, an enormous response was received on the stories on reversing patriarchy which was shared by the invited listeners.

Commenting on the campaign, Sunil Kumaran, Country Head – Product, Marketing & THWINK BIG, BIG FM said, “Durga Puja is one of the most auspicious and revered festivals in India. It is the onset of the festive mood that uplifts the audience’s spirit and brings in a lot of positivity. We, at BIG FM, have always believed in creating thought provoking campaigns that lead to an impactful and effective change in society. Equality and inclusivity are something we firmly stand for and we are glad to have been part of the campaign Chalo Paltai that aimed at smashing patriarchy in an inspiring manner.”

Adding to the same, Ms. Nemisha Ghia, CEO, Domestic Business, Welspun India Limited, said “We at Welspun have always worked towards gender equality, by encouraging women to take up more roles in administrative roles in manufacturing. Thus, through #ChaloPaltai campaign, we wish to unite the efforts and bring about a change by urging individuals to reverse their roles by taking up roles that are usually reserved for the opposite gender.”

Vanita Keswani, CEO, Madison Media Sigma, adds, ‘’It is time that we as society look at reversed roles as a new norm. We have received immense love from people through the Chalo Paltai campaign and it speaks volumes about the much-needed change our society is looking forward to. We enjoyed working on the campaign for Welspun in partnership with BIG FM.”

The campaign was spread across the brand’s social media platforms which led it to gather a reach of over 5 million. The initiatives by BIG FM has always compelled the audiences to think and bring about a much required positive shift in the mindsets.

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