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Posted on Feb 04, 02:18PM | IBNS
Mumbai, Feb 4 : Bollywood actress Aishwarya Rai Bachchan and Indian batting icon Sachin Tendulkar on Sunday led Coca-Cola NDTV Support My School campaign to record fund-raising of over Rs 7 crore for rural schools.
The second edition of the Support My School Telethon, held at Yash Raj Studios in Mumbai, was kicked off by Atul Singh, President and CEO, Coca-Cola India and South West Asia, Vikram Chandra, CEO, NDTV India, campaign ambassador Sachin and Aishwarya.
Sachin and Aishwarya led the 12-hour telethon which raised funds and pledges for the revitalization of schools.
The pledges raised for Season 2 were twice the amount raised for season 1 of the Support My School Campaign.
For the first time ever, the 12-hour Support My School Telethon was also LIVE streamed on Sachin's Facebook page (which is the world's biggest cricketing community with 9.2 million people) and also on video sharing website YouTube.
This allowed viewers who currently don't have access to TV to use their handheld devices, log onto Sachin's Facebook page and donate generously towards making a positive difference in the lives of the students across the country.
Coca-Cola NDTV Support My School Telethon 2013 raised pledges worth Rs. 7 crore (as of 5 pm on Sunday evening) towards revitalization of 250 schools in rural and semi-urban regions in over 10 states in Season 2 of the Support My School campaign.
The state of West Bengal will see the campaign revitalize 16 schools.
In Season 1, the campaign successfully completed revitalization initiatives in more than 100 schools, thereby touching the lives of over 43,000 students, with reduced absenteeism and increase in enrollments, especially amongst girls, as a result.
This season, the leading donors to the campaign were Tetra Pak (Rs. 20 lakh), Bharti Walmart, SRF Foundation (Rs. 10 lakh) and UN-Habitat (Rs. 94 lakh).
One of the major supporters of the campaign, Hindustan Coca-Cola Beverages (HCCBPL) contributed Rs. 25 lakh to the campaign.
The Coca-Cola Foundation committed Rs. 2.5 crore towards the same.
At the launch of Season 2 of the campaign, NGOs Plan and World Vision along with The Coca-Cola Foundation had jointly committed USD 1 million for 100 schools.