Big FM has announced its association with 'I Am She 2010', the official preliminary to the Miss Universe 2010 pageant. The radio arm of Reliance World has partnered with Godrej Eon i-Fresh Refrigerators as sponsors for all promotional activities associated with the pageant.

Commenting on the pageant, Sushmita Sen, brand model for 'I Am She 2010', said, "I was approached by the Miss Universe pageant organisers to promote the contest in India on being the first Indian Miss Universe pageant winner, and thus I have been given the licence to organise the pageant in India."

Taking about the association with the pageant, Ramesh Chembath, Senior GM-Marketing, Godrej Appliances, said, "Godrej Appliances believes in offering advanced products which can empower our women customers and set them free to follow things close to their heart, thus helping them progress further in life. This is an ideal pageant which gives a platform to young women and empowers them to achieve extraordinary things. This is what prompted the association with Big FM, for the promotion of 'I Am She 2010'."

Big Live, Reliance Media World's below-the-line division, will host innovative marketing and activations programmes on-ground, to ensure maximum touchpoints and visibility for the pageant. Big Live will be promoting the contest across 45 cities in India.

Talking about the on-ground promotional activities for the pageant, Arjun Singgh Baran, Business Head, Big Live, said, "We will be initiating a series of on-ground activities for the pageant. On April 10 and 11 at Infinity mall in Mumbai, we will organise an event wherein girls who missed out on the registrations will be given an opportunity to walk the ramp in the presence of Sushmita Sen and secure a direct wild card entry among the finalists. Also, in the following weeks, mobile canters will run across Mumbai, Delhi, Kolkata, Bengaluru and Chandigarh at youth-centric locations to promote the pageant. Big FM's RJs will visit several locations and inform people about the pageant."

The 'I Am She 2010' pageant will include two awards - 'I Am Woman of Substance' award and 'Big FM I Am Voice' award. From among the top 30 finalists of the pageant, through a pan-India poll, a girl with the best voice will be given the 'Big FM I Am Voice' award at the finale and will secure a direct entry into the top 20 finalists.

Godrej Eon i-Fresh Refrigerators will be sponsoring the 'I Am Woman of Substance' award, which will be given to a woman who has shown extraordinary achievements in the face of crisis or just ordinary day situations, and will be felicitated by Sen at the grand finale. Chembath added, "Apart from promotions of the pageant by Big Live, we will be promoting 'I Am She 2010' across our 18,000 stores. The award for 'I Am Woman of Substance' will be open to all Indian women and will have no age or height barriers."