Fri. Mar 29th, 2024

Marico’s Nihar Shanti Amla launched a national program called Phone Uthao India Ko Padhao on the occasion of International Literacy Day on 8th September.

Phone Uthao India Ko Padhao:

The brand strongly believes in education and focus on 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.

Phone Uthao India Ko Padhao’ 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 and was launched to connect educated audiences to the children and help them practice English by using technology as a medium, thus helping to improve the eventual learning outcomes.

Koshy George, Chief Marketing Officer, Marico said:

“Nihar Shanti Amla has always been committed to 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 and anytime.”

“Phone Uthao India Ko Padhao through this initiative 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 and this endeavour aimed at helping children practice what they have learned through a simple, convenient phone-based intervention.”

As 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.

Till now, 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.

Partners Of The Phone Uthao India Ko Padhao:

Vidya Balan, Brand ambassador, 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.

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