Next time you go to a cinema in India owned by Adlabs, you can contribute to a girl child’s education, thanks to a CSR partnership between Adlabs Cinema and Nanhi Kali, an NGO that focuses on this issue. As Indiantelevision.com reports:
The company has joined hands with Nanhi Kali, an NGO which supports and spreads awareness on the issue of education of the disadvantaged girl child in India. As part of the initiative, Adlabs will introduce a special food combo called the “Classroom Combo” – a certain percentage of the sales of which will be contributed to this cause of nurturing a girl child’s education.
The initiative highlights the role that corporations of any type can play in contributing toward social issues, given a little creativity and the willingness to see a bottom line beyond mere profits. And at the same time, they may even rope in customers that otherwise may not be interested in the product. As someone who rarely buys concessions at the cinema, I might make an exception and consider indulging Rs 120 for a “classroom combo” the next time I find myself in front of a Bollywood film in India. A sucker for well-crafted corporate marketing? The lazy man’s answer to giving back to society? Perhaps. But the point is, I would become a cinema-going customer that now thinks about the girl child’s education. And that twist may lead to other contributions to the issue.
And from the NGO’s perspective, raising awareness about the issue is just the first step in making a lasting impact:
Sheetal Mehta, Executive Director – Nanhi Kali said, “Project Nanhi Kali is today extending the opportunity of education, to over 43,000 under privileged girl children from poor urban, remote rural and tribal communities in India. We believe that it through education of the girl child that we can effectively deal with many of the developmental problems we are facing as a country today. We appreciate the initiative by Adlabs in helping create awareness for the cause and increase funds for our endeavour Nanhi Kali.”