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Sachin Tendulkar & Coca-Cola score a ‘Century’

Campaign ambassador for NDTV’s ‘Support My School’ project celebrates the revitalization of 100th school in Kandivali, Mumbai

June 5, 2012:

Coca-Cola India along with cricket legend Sachin Tendulkar and campaign partners NDTV, UN-Habitat, Charities Aid Foundation (CAF), Tata Teleservices, Pearson Foundation and Sulabh International, today celebrated the completion of the 100th school under the ‘Support My School’ initiative. Master blaster Sachin Tendulkar is Coca-Cola’s “Happiness Ambassador” and the campaign ambassador for the “Support My School” project. Joining Sachin Tendulkar at the event held at the Priyadarshan School in Mumbai was Atul Singh, President and CEO, Coca-Cola India and South West Asia.

The ‘Support My School’ campaign was initiated in January 2011 with a vision to address issues such as access to drinking water, sanitation and infrastructure facilities in schools and to create healthy, active and happy environment at schools. The campaign has touched the lives of over 43,000 children across 10 states in India, while helping to significantly reduce dropouts and absenteeism and also increase enrollments in the revitalized schools.

Speaking at the event, Atul Singh, President and CEO, Coca-Cola India and South West Asia, said, “Education is the basis of social change. With the help of several partners and with Sachin leading it from the front, we started the Support My School campaign last year. We are pleased to have revitalized 100 schools so far, but the mission has just begun. Every child has the right to go to school and this is one movement where I urge everyone to join hands. We would like to thank all our partners and donors, especially Sachin, for his commitment and efforts throughout this campaign.”

On the occasion, Campaign Ambassador, Sachin Tendulkar said, "This is my first century away from cricket and a very happy one. I am honored to be associated with this inspiring campaign, that is committed to provide the right infrastructure to keep children happy in schools. Partnerships are always key to success and we have been able  to work together towards building better facilities and healthy school environments. Reaching the milestone of the 100th revitalized school is a proud and joyous occasion for us and I would like to congratulate all our campaign partners for this wonderful achievement."

Speaking about this, Vikram Chandra, Group CEO & Executive Director, NDTV said, “The Support My School initiative has been a path breaking one and has helped change the lives of more than 43,000 children. The response we have received from around the country has been inspiring for all of us, and I thank all those who have come forward. Special thanks, of course, to the Master himself - Sachin Tendulkar! I would have never dreamt of playing cricket with him.”

Research shows that inadequate infrastructure, especially sanitation, accelerates the dropout rates, especially among girls in rural areas. ‘Support My School’ is a unique mass movement that attempts to sensitize people and give them an opportunity to make a difference by contributing towards the transformation of schools. The first phase of the campaign not only generated awareness about such issues but also created 100 model schools spread across10 different states by providing them with proper infrastructural and sanitation facilities.

Elements of the campaign include provision of improved access to water, appropriate sanitation facilities for girls and boys, improvement in the overall infrastructure and environment, provision for sports and recreation facilities such as cricket, badminton & basket ball courts, swings etc and recharging groundwater through rainwater harvesting. The campaign tied up with partners such as Pearson Foundation who provided library and teacher training facilities. Tata Teleservices also joined the campaign through project learning, whereby computers and internet services were installed in the schools covered under the campaign.

Congratulating Coca-Cola and the campaign partners, Mangesh Lad, Principal, Priyadarshan School, Mumbai, said, “We are proud to be the 100th school that has been transformed under the ‘Support My School’ campaign. This ground breaking initiative has paved the way for our children to be active both physically and mentally and work towards achieving their dreams. We are delighted to have Mr. Sachin Tendulkar and Mr Atul Singh visiting our school on this occasion. Their interaction with the children here was truly inspiring.”

Core activities undertaken as a part of this campaign include:

  • Provision of improved access to water
  • Appropriate sanitation facility for girls and boys
  • Improvement in the overall infrastructure and environment
  • Provision for sports and recreation facilities and
  • Recharging groundwater through rainwater harvesting
  • Libraries and Teacher Training- led by Pearson Foundation
  • Computer and Internet access- led by Tata Teleservices


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