STAR Plus announces the LAADLI WEEK in association with the Mahindra’s Nanhi Kali Project, for educating the underprivileged girl child

March 18th, 2009 - 9:53 am ICT by Sampurn Wire  

Mumbai, March 17, 2009: With the launch of its new show “Sabki Laadli Bebo’, STAR Plus now extends its support to educate underprivileged young girls and announces an annual property Laadli Week. This is in association with the KC Mahindra Educational Trust NGO- the Project Nanhi Kali. Thee show “Sabki Laadli Bebo’ is based on the story of a family whose life revolves around their daughter “Bebo’. A girl child born to them after three sons was an occasion they looked forward to with great hope and anticipation, and an event that changed their whole world and filled it with happiness, laughter and sunshine.

Speaking on the show Sabki Laadli Bebo and the Project Nanhi Kali initiative, Anupam Vasudev, EVP, Marketing, STAR India Pvt Ltd. said, “STAR Plus has always stood for the empowerment of women and our women viewers have endorsed it by making it the leading Hindi GEC in India. Our show Sabki Laadli Bebo is a tribute to the families of today who respect, adore and educate their daughters and this will now translate into the tie-up with Project Nanhi Kali to educate a larger number of girls in India and also involve and educate audiences through the medium of the Laadli week. We will support approximately 600 Nanhi Kali’s in the first year.”

“We at STAR believe that education for women plays a very important role in the overall development of any country. It not only helps in the development of half of the human resources, but in improving the quality of life at home and outside. Educated women not only tend to promote education of their girl children, lead healthier lives, but also can provide better guidance to the children and ensure the progress of society in general. Moreover educated women can also help in the reduction of infant mortality rate and reduce population growth” he added.

The Laadli Week will see a series of fundraising and awareness creation events for the Laadli Project. STAR Plus will also raise money from the viewers to support the cause of the education of the girl child, and help create an empowered generation. The activity will be promoted through on air contests wherein the viewers will be invited to send in pictures of their “laadli’ daughters and a message for them, in addition to public service messages and a fund raising drive. The best messages will be aired on the show Sabki Laadli Bebo during the Laadli Week. This week of celebrations will also be promoted through radio, outdoors and the print media across various cities in the country.

Sheetal Mehta, President, Project Nanhi Kali, “Today, India has at least 21 million children who are out of school, and majority of these are girls. Due to cultural and economic barriers, girls face far greater obstacles to education than boys, and special initiatives are required to overcome these. One such initiative is the Project Nanhi Kali, managed by K C Mahindra Education Trust and Naandi Foundation. Media can play an equally important role by using its power to influence attitudes, habits and mindsets in a society. We are therefore happy to associate with Star TV who have always portrayed women in a positive manner through their various shows depicting strong and independent women. Their new serial “Sabke Laadli Bebo” continues in this direction, and conveys how fulfilling it is to have a girl in the family.”

Co-produced by Endemol and Sachidanand Productions, watch “Sabki Ladli Bebo” on STAR Plus every Mon- Fri@ 10 p.m., and be a part of the “Laadli” movement to educate our little girls and make our contribution towards a thriving, healthy and educated India. -Sampurn Media

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