Ndtv Support My School Campaign

When we began the NDTV Coca-Cola Support My School campaign back in 2011, the real motivating factor was one very simple realization - a realization that a large number of girls in our country are actually dropping out of schools because of one single factor, something as basic as not having separate toilets for girls.

Support My School is a joint initiative by NDTV and Coca-Cola India to revitalise neglected schools. India has been grappling with severe issues of retention of children in school. In rural India, the child is subjected to tremendous social pressures like early marriage, early child birth, taking care of siblings etc.

The Coca Cola - NDTV 'Support My School' campaign raised pledges worth Rs 13.6 crore towards the revitalisation of 272 schools across India via a telethon led by cricket legend Sachin Tendulkar and Bollywood actress Aishwarya Rai Bachchan.

While the straight and cover drive were the chapters which needed the most attention from 'Sir' Sachin, there was also the perennial question of balancing studies and cricket.

When Sachin Tendulkar walks out on the field, fans hold their breath in awe. On Friday, it was the reverse as the veteran cricketer celebrated 100 schools being included in NDTV's Support My School campaign.

When we began the NDTV Coca-Cola Support My School campaign back in 2011, the real motivating factor was one very simple realization - a realization that a large number of girls in our country are actually dropping out of schools because of one single factor, something as basic as not having separate toilets for girls.

Support My School is a joint initiative by NDTV and Coca-Cola India to revitalise neglected schools. India has been grappling with severe issues of retention of children in school. In rural India, the child is subjected to tremendous social pressures like early marriage, early child birth, taking care of siblings etc.

The Coca Cola - NDTV 'Support My School' campaign raised pledges worth Rs 13.6 crore towards the revitalisation of 272 schools across India via a telethon led by cricket legend Sachin Tendulkar and Bollywood actress Aishwarya Rai Bachchan.

While the straight and cover drive were the chapters which needed the most attention from 'Sir' Sachin, there was also the perennial question of balancing studies and cricket.

When Sachin Tendulkar walks out on the field, fans hold their breath in awe. On Friday, it was the reverse as the veteran cricketer celebrated 100 schools being included in NDTV's Support My School campaign.