MUMBAI: 92.7 BIG FM, the official radio partner for the ICC Cricket World Cup, will launch an on-air campaign, Boundaries for Books, on Saturday, in association with Reliance Life Insurance, ICC and Room to Read, to literally ‘hit illiteracy for a six’. The campaign is being launched as an extension to Group Company, Reliance Life Insurance’s property â€?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 Tendulkar, M S Dhoni, Virendra Sehwag, Yuvraaj Singh, Gautam Ganmbhir, Ricky Ponting, Michael Clarke and Jacques Kallis along with leading Bollywood stars coming forward in support of the initiative by donating money and encouraging listeners to donate Rs. 50 or more for this noble cause. Big FM RJs too will support the initiative.
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 through 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….
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