NDTV partners with Vedanta announce; launches 'Our Girls Our Pride'

NDTV that has always played an instrumental role in creating awareness about various issues existing in the country through diverse, path breaking initiatives such as Save Our Tigers, Support My School, Marks for Sports and the Greenathon amongst others has launched one more in that direction ‘NDTV-Vedanta Our Girls Our Pride’.

It is yet another attempt to make a noteworthy difference in our world. Apart from sensitizing the masses, the campaign also aims to raise funds to make a positive impact in the lives of as many girls as possible. Vedanta, through its “Khushi” campaign, has joined hands with NDTV in creating awareness towards care for the underprivileged children with focus on their health, nutrition, education and overall development. To drive momentum for the cause, NDTV will also create dynamic partners in government departments, NGOs, schools and private organizations.

Addressing the gathering via a live-link, the Hon’ble Minister for Women and Child Development Krishna Tirath said, “We should respect women in our society because both men and women are equal partners to bring out our society forward. According to our Constitution, we have equal rights, so we enjoy equal rights as men and women.”

Speaking to Adgully  about the rationale behind launching this campaign and the idea behind the same, Vikram Chandra, Executive Director and CEO of the NDTV Group, said, “Currently the single most important change we can bring to our country is to invest in our girl children - to focus on their rights and demand their equality in society. Ensuring that every girl child in India achieves her full potential to transform India, in a way that no other revolution can, was the sole rationale behind the campaign.”

“This campaign is a small step taken by us to raise awareness and to seek concrete steps towards a better India for the girl child. Apart from sensitizing the masses, the campaign also aims to raise funds to make a positive impact in the lives of as many girls as possible,” Chandra added.

Anil Agarwal, Chairman, Vedanta Group, said "Vedanta is committed to partner with all stakeholders, especially community, for a holistic development of India.  What we need today is a movement on a war-footing to give our children what is rightfully theirs, a childhood that is not deprived of health, nutrition and education.  Individuals, civil society, corporates, media fraternity and the government must join hands to take this initiative forward. We are quite delighted to associate with NDTV and Ms Priyanka Chopra for taking the ‘Our Girls Our Pride’ campaign forward."

The key issues that the campaign will focus on are Nutrition, Education, Health, Foeticide and Infanticide.

In terms of media mix, Chandra said, “We aim to reach out and make a positive difference in the lives of as many girls as possible and for this we plan a 360 degree marketing approach. The media mix will typically include TV, print, OOH and social media.”

Vedanta has taken forward a mission to make India a ‘Child malnourished free nation’ and thereby since 2008, the group has taken care of over 14,000 Anganwadi centres reaching out to more than 500,000 children with a special focus on the girl child. 8 Hi-tech mid day meal kitchens have been set up, providing hot nutritious meals to over 250,000 rural students. Many rural schools have been adopted for strengthening the quality of education and infrastructure.

The Group has also taken up the initiative which has transformed 14,900 women into rural entrepreneurs through self help groups. Beside, having specialized health camps, the Group has a heart hospital in Rajasthan and is constructing a 350 bedded Vedanta Cancer Hospital & Research Centre in Raipur which is near completion.
Priyanka Chopra was named the brand ambassador for the campaign.  UNICEF’s Goodwill Ambassador for India, Priyanka has been actively involved in various causes related to the girl child for many years.  She has also personally supported this cause through the ‘Priyanka Chopra Foundation for Health and Education’, which works towards providing support to underprivileged girls across the country in the areas education and health.   

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