The Hindu Business Line : Corporates go on air for a cause this Independence Day

CORPORATE India is going all out to portray itself as a responsible Indian citizen this Independence Day through a series of offbeat corporate social responsibility activities.

Star TV, for instance, is going to air Ashutosh Gowarikar's Swades on Star Gold and has also launched Project Swades, in which viewers will be asked to SMS `Swades' to 7827 when the film is on air, and will have to pay Rs 10 for each SMS sent.

The channel, according to a Star TV spokesperson, would use the proceeds of the SMS and would also put in some additional funds to electrify a village. This will be in sync with the storyline of the film, in which the lead character, played by Shahrukh Khan, brings electricity to a remote village.

"We have tied up with indianngos.com, which is going to help us identify a village, which we would electrify. The idea is to ignite a sense of social conscience, which would inspire people to participate in various social and developmental issues," said the spokesperson.

FCB Ulka, on the other hand, is coming up with a radio jingle, which is inspired by a child singing the national anthem in her own way. Says M.G. Parameswaran, Executive Director, FCB Ulka, "The message behind this jingle is, however old you are, let the spirit of freedom inspire you. Most of us have been taking the country's independence for granted and through this jingle, we want to remind people that the spirit of freedom is integral to our lives."

No-frills airline, Air Deccan, on the other hand, has announced a scheme called `Freedom at Midnight,' which will enable passengers to buy tickets at Rs 721 on all its Airbus sectors between August 15 and August 21. The airline reportedly is going to release 500 tickets each day under this scheme.

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