MAM

×

×

Nihar Shanti Amla celebrates ‘International Literacy Day’ with the launch of ‘Phone Uthao India Ko Padhao’

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/09/10/nihar.jpg?itok=AubAhBh5

MUMBAI: On the occasion of International Literacy Day on 8th September, Marico’s Nihar Shanti Amla launched a national program called Phone Uthao India Ko Padhao. With purpose at its heart and commitment towards social progress, the brand believes that education is the core foundation for growth. The program is aimed at providing basic English speaking skills to underprivileged children by connecting them to volunteers in urban centres simply through a phone call. In order to be a part of the program, a volunteer has to simply register online and take out 10 minutes of time for a phone call in a week to help them practice spoken English.

Nihar Shanti Amla has been running an umbrella program called Nihar Shanti Paathshala Funwala for the last 5 years to enable children to learn spoken English through simple, free of cost, IVR based training modules. This program has seen massive success in these years by positively impacting more than three lakh children in the villages. However, it had also become evident that only practicing a language ensures true learning. Also there is an existing pool of urban educated adults, who are willing to help but either don’t have the time or an opportunity to include it in their busy schedules. Hence, ‘Phone Uthao India Ko Padhao’ was launched to connect these educated audience to the children and help them practice English by using technology as a medium, thus helping to improve the eventual learning outcomes.

Commenting on the launch, Koshy George, Chief Marketing Officer, Marico said, “Nihar Shanti Amla has always been committed towards improving educational outcomes for children. Through the Nihar Shanti Paathshala Funwala initiative over the years, we have made English language learning accessible to children anywhere, anytime. Phone Uthao India Ko Padhao is the next step in this endeavour aimed at helping children practice what they have learned through a simple, convenient phone based intervention. With this, we want to enable willing, urban adults be a part of this movement to make a difference to these children’s lives and strive towards building a confident, educated young India.”

A pilot project for the program was executed in Lucknow earlier in the year and more than 2000 children joined in to practice English through one month of the pilot. So far, more than 55,000 minutes of calls have been answered by these urban volunteers. Taking learnings from the pilot, this program was launched nationally with a 360* marketing campaign. Brand ambassador, Vidya Balan, along with a number of other celebrities pledged their support to the cause and also invited their followers to register as volunteers and take out only 10 minutes a week of their time on a phone call.

Nihar Shanti Amla also partnered with GoAir and included the program message as part of the inflight announcements on all their flights on International Literacy Day. A radio campaign with Big FM along with spreading the message through social media partners was a part of the program launch.

Over the past few years, Nihar Shanti Paathshala Funwala has led massive rural outreach programmes that have positively impacted 7500+ villages with call volumes of 10 lakh from 3 lakh children in these villages in the past year.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/skin.jpg?itok=4s9Mm1Rf
RSH Global’s brand Joy introduces its new advanced skincare product range ‘Revivify’ to address advanced skin care concerns

MUMBAI: Kolkata-based FMCG giant, RSH Global’s ‘Joy’ announced its latest offering in the skincare product range category, ‘Revivify’. With the new range, RSH Global is addressing the need for brightening and aging issues suitable for its customers across India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/platinum.jpg?itok=dhhD3sLu
PGI India launches “Men of Platinum” marking the emergence of a new breed of men – Men of Character

MUMBAI: The need for a new definition of masculinity has never been felt more before. In the wake of various narratives through time ranging from archetypes of the alpha male, the provider, the strong & silent one, the ideal husband, the ideal son  to the more recent narratives of the smooth...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/dentsu.jpg?itok=dvhd99en
Dentsu Impact wins creative mandate for V-Mart Fashion

MUMBAI: V-Mart, one of the biggest retail chains of India, has brought on board Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, as its planning and creative agency partner for V-Mart Fashion. With this announcement, V-Mart is poised to enhance its marketing strategy in...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/hritik.jpg?itok=hn7pd9me
Superstar, Hrithik Roshan becomes the ultimate photobomber

MUMBAI: The backbone of the Indian Film Industry is its large, loyal and extremely loving fanbase. The success behind any film, actor or director is credited to the audience that has made them the superstars they are today and has made the Indian film industry one of the biggest and most powerful...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/sohalikhan.jpg?itok=SfcdI2YP
Soha Ali Khan joins ‘House of Pataudi’, as brand ambassador; Stars in new campaign for Durga Puja with brother Saif

MUMBAI: ‘House of Pataudi’, the ethnic wear brand, co-owned by Myntra, Saif Ali Khan and Exceed Entertainment, announces Bollywood actor Soha Ali Khan, as its brand ambassador. Soha will helm all major campaigns across media platforms and is slated to appear in her first campaign for the brand, set...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/amul.jpg?itok=nm7nmNeX
Lodestar UM facilitates unique association between Amul & Cricket South Africa with high visibility during matches

MUMBAI: Lodestar UM (An IPG Mediabrands Company) one of the leading media agencies in India, has brought together India's largest dairy brand, Amul and Cricket South Africa in a unique and innovative partnership. The agency has facilitated a two-pronged media deal for Amul for the on-going Proteas...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/puja.jpg?itok=vMLVHE1n
Pantaloons celebrates Pujo rockstars with new campaign

MUMBAI: Pantaloons, India's leading fast fashion brand from Aditya Birla Fashion and Retail Ltd commemorated the homecoming of Goddess Durga by unveiling its new campaign ‘Hello Pujo Rockstars’. This thematic campaign shows Pantaloons as a progressive brand that walks hand in hand with the go-...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/ganaguly.jpg?itok=6WlA_yHC
Kansai Nerolac announces Shera Para Shera Pujo 2019

MUMBAI: Kansai Nerolac Paints Ltd (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’, announced the fifth edition of its most awaited Pujo activity, Nerolac ‘Shera Para Shera Pujo’ with renowned cricketer Sourav Ganguly. This year, as a first, ‘Shera Para...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/khadim.jpg?itok=Hhvu5kWh
Khadim’s completes its #LetsTakeAStep campaign with great success

MUMBAI: The advent of the festive season means shopping for new clothes, jewellery, accessories and shoes. It is a joyous and celebratory time for most of the citizens. But what about those who are a little less privileged than others? To address this issue and bring smile to a few this festive...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories