Mumbai : 92.7 BIG FM, the official radio partner for the ICC Cricket World Cup launches on air campaign, Boundaries for Books, in association with Reliance Life Insurance, ICC and Room to Read, to literally ‘hit illiteracy for a six’. This radio campaign is being launched as an extension to Group Company, Reliance Life Insurance’s property ‘Boundaries for Books’, wherein every single six will provide at least 30 disadvantaged children with access to fully functional libraries with local language and English books as well as trained teachers.
The on air campaign will see the likes of Sachin, Dhoni, Sehwag, Yuvraaj, Ganmbhir, Ricky Ponting, Michael Clarke and Jacques Kallis to name a few along with leading Bollywood stars, coming forward in support of the initiative, by donating money to the cause as well as encouraging listeners to donate Rs. 50 or more for this noble cause. The RJ’s of 92.7 BIG FM will play a responsible role also come forward in full support, inspiring, motivating and spreading awareness to exhort the general public to come join the movement to fight illiteracy. The campaign kicks off on February 19 and will run for a 45 day period culminating with the ICC Cricket World Cup 2011.
The campaign will bring into play some excellently synchronized innovations, which include hot key’s referring to the ‘sixer’ as ‘shiksher’, which in Hindi connotes education imparter. Similarly there will be promos that say ‘illiteracy ke chakke chudao’ – which is a commonly used slang in Hindi and to ensure the entire station reverberates the sentiment of the campaign, the station jingle will have kids crooning to the brand-line Suno Sunao Life Banao, which will have a rhyming extension of khelo padao life banao!
The procedure for donation will be through drop boxes placed across the 45 Station Network of BIG FM, sms format – where listeners can sms ‘books (space) donation amount’ to 5667711 and also through an online option where you can log on to www.facebook.com/reliancelifeinsurance
Commenting on the campaign, Tarun Katial, CEO, Reliance Broadcast Network Ltd. said, “We are using our strength as a media platform, to amplify the reach and effectiveness of this noble campaign across India, through our network. We are confident that this initiative, we will garner the whole-hearted support of our listeners who will come forward to lend further scale and magnitude to this cause.”