MUMBAI: Big FM known for its association with socially responsible events kept up with its image to associate with Pinkathon – Run to Lead, a 10km run for women in Bangalore with an aim to spread awareness on breast cancer.

The run was supported by one of the most successful Kannada actresses Ramya who along with popular model Milind Soman flagged off the event. Big FM Bangalore’s RJ ‘Rapid’ Rashmi - the Official Mascot of the run supported the cause by running with close to 3,500 other women.

As Bangalore’s No. 1 FM radio network and the only 100% Kannada station with a cumulative reach of more than 26 lakh listeners, Big FM drove registrations and participation for Pinkathon through a combination of on-air and on-ground initiatives.

Through this intensive 40-day engagement campaign involved various touch points such as women’s associations, IT parks, college campuses, malls, etc., The radio network promoted Pinkathon extensively across social media platforms by sharing expert health tips, messages and day-to-day updates on RJ ‘Rapid’ Rashmi’s progress and experience during her training sessions with Milind Soman. The event gained remarkable support as 3,500 participants from all over the city and from all walks of life participated and made it a successful.

RJ Rashmi said, “We are very proud to join hands with Pinkathon Bangalore 2013 to contribute towards creating awareness for breast cancer. It’s a great pleasure to see citizens of Bangalore coming out in huge numbers to support such a noble cause and making it a huge success. I would like to convey our heartfelt thanks to Milind Soman, who supported the cause and made it possible, we look forward to continue our association in coming future.”