Hapiness to strike 250 school across rural India

The fundraising efforts of Coca-Cola NDTV Support My School Telethon 2013 has raised pledges worth Rs. 7 crores (as of 5 PM this evening) towards revitalization of 250 schools in rural and semi-urban regions in Season 2 of the Support My School campaign. The Telethon, which marked culmination of a 6 month long fundraising drive, received pledges from several organizations and individuals alike, with significant contributions from donors such as Tetra Pak, Hindustan Coca-Cola Beverages Pvt Ltd., SRF Foundation and UN-Habitat, towards raising the amount. The Coca-Cola Foundation committed Rs. 2.5 crore towards the same.

Sachin Tendulkar and Aishwarya Rai Bachchan, led the 12-hour telethon which raised funds and pledges for the revitalization of schools. The pledges raised for Season 2 are twice the amount raised for season 1 of the Support My School Campaign. For the first time ever, the 12 hour Support My School Telethon is also being LIVE streamed on Sachin Tendulkar’s Facebook page (which is the world's biggest Cricketing Community with 9.2 million people) and also on video sharing website, YouTube. This will allow viewers who currently don't have access to TV to use their handheld devices, log onto Sachin's Facebook page and donate generously towards making a positive difference in the lives of the students across the country.

The second edition of the Support My School Telethon, held at Yash Raj Studios in Mumbai, was kicked off by Atul Singh, President and CEO, Coca-Cola India & South West Asia, Vikram Chandra, CEO, NDTV India, Campaign Ambassador Sachin Tendulkar and leading actress Aishwarya Rai Bachchan. In Season 1, the campaign successfully completed revitalization initiatives in more than 100 schools, thereby touching the lives of over 43,000 students, with reduced absenteeism and increase in enrollments, especially amongst girls, as a result.

The leading donors to the campaign were Tetra Pak, SRF Foundation and UN-Habitat. One of the major supporters of the campaign, Hindustan Coca-Cola Beverages (HCCBPL) contributed Rs. 25 lakhs to the campaign. At the launch of Season 2 of the campaign, Plan and World Vision along with The Coca-Cola Foundation had jointly committed USD 1 Million for 100 schools. Some of the schools funded through this drive were also inaugurated live in Jaipur and Lucknow. Based on the success and impact, World Vision and Plan, further pledged to raise and commit funds for 50 schools.

Several Celebrities including Ayushman Khurana, Cyrus Broacha, Boman Irani also offered support and joined the telethon. Ajay Devgan and Kajol, who contributed in the first year also, joined in year 2 to help support the cause. Celebrities across India supported the cause by joining hands to spread the word and offer opportunities to children in rural schools. Popular superstar, Nagarjuna presented films by his school AISFM along with children of the rural schools of Hyderabad region. PT Usha travelled to rural Sonepat as part of the Speedstar campaign to unearth athletic talent for India.

Speaking at the event, Campaign Ambassador Sachin Tendulkar said, "Telethon 2013 has once again been an overwhelming experience with higher levels of enthusiasm and support for the Support My School campaign than ever before. The campaign is very close to my heart and I am delighted at the response we have received this time from individuals and corporations alike. Congratulations to Coca-Cola and all campaign partners who came together to make this a success. Season 2 of the campaign is underway and I look forward to scoring another double century with the campaign.”

Speaking about the campaign and Coca-Cola’s vision, Mr. Atul Singh, President & CEO, Coca-Cola India and South West Asia said, “It has been a heartening experience to see the variety of stakeholders who came together for this noble cause today. We believe that Support My School’s success is a result of collective endeavor and this has been proven again today. I am proud to be part of this initiative which is not only revitalizing schools but also helping shift the national focus to the issues plaguing our education infrastructure. The response we have received this year has surpassed the previous year and I am excited about the journey ahead for the campaign, this season. The contributions raised at the Telethon 2013 will go a long way in fulfilling our vision for season 2 and bring more children back to where they belong…in schools.”

Vikram Chandra, CEO, NDTV said, “It has been a long and fruitful journey with Support My School, over the last two years. As a platform which brings together different corporate houses, NGOs, groups and many supporters from across the globe, this campaign has proved to be a great learning experience. Support My School has travelled all over the country to change the landscape of education in rural and semi-urban India and we are proud to have accomplished revitalization in over 100 schools on this path. At NDTV, we have always been involved with social causes and aim to activate our viewers by creating awareness and encouraging participation. We are grateful to everyone who has provided us support and helped spread the cause of this campaign to others.”

Speaking at the event, Mr. Kandarp Singh, Managing Director, Tetra Pak South Asia Markets said, “We at Tetra Pak are proud to be a part of this honourable cause. The campaign aligns well with Tetra Pak’s motto, “Protects What's Good”, which is the foundation of all our actions - be it to partner with the food industry to make food safe and available everywhere or to stand by our commitment to environment and society. The transformation brought about by the campaign within this region is clearly visible. This has been an enriching experience and we are excited about the journey ahead.”

Actress Aishwarya Rai Bachchan, who led the telethon along with Sachin Tendulkar said, “Being on this platform today gives me great pleasure. As a mother, I understand the urge to provide your child with the best opportunities available to help them grow and prosper. Every child deserves these opportunities, every girl needs to know that she herself is a beacon of hope and has the power to influence her future. In a vast country like India, there are many and varied challenges one faces while working with the diverse rural and semi-urban communities. Individually, we may not comprehend these challenges, but the Support My School campaign has proven that collectively we are much stronger than our individual limitations. With 100 schools and counting, the second season of Coca-Cola NDTV Support My School will continue to spread the joy of learning amongst the children of this country. Every support and encouragement from our viewers, campaign partners, donors and more, is crucial to the future success of this campaign.  So thank you, to everyone.”