MUMBAI: Magic Bus launched its first-ever public appeal TVC ‘You can save her’. The video, featuring Abhishek Bachchan, is aimed at the public and attempts to spur involvement in ending poverty.

The storyboard follows a well-to-do family’s chance encounter with a girl child caught in an exploitative web of child labour, and a life without education. It goes on to show how individuals can take a step to save her from losing her childhood to marriage or exploitative labour.

Magic Bus will reach out to mainstream media like Star Plus to showcase the ad film. The film will also be launched on Magic Bus’sYouTube channel. The TVC has been created by Paperboat Design Studios.

Magic Bus India Foundation founder Matthew Spacie said, “Every time we read the newspaper or step out of our homes, we witness children living in worst possible circumstances. This video appeal is our attempt to provide urban, educated people to be directly part of a solution. When you support a child on the Magic Bus programme, you ensure she goes to school, escapes child marriage and has a salaried job when he or she grows up.”

Bollywood heartthrob Abhishek Bachchan, said, “I have spent time with Magic Bus’ children and youth and what’s wonderful is that their approach works – changing one life at a time for the better.”