Top Story


Home >> Digital >> Article

Google turns good Samaritan through

Font Size   16
Google turns good Samaritan through

At a time when software mogul Bill Gates and wife Melinda Gates are declared ‘Persons of the Year’ by ‘Time’ magazine for their philanthropic work along with Irish rocker Bono, the soft corner of another new media giant, Google, is coming to the fore, slowly but steadily.

Not to be left behind, Google has established Google Foundation to “focus on several areas like global poverty, energy and the environment.” In a letter accompanying Google’s April, 2004, IPO filing with the Securities and Exchange Commission, the founders said that the company would donate 1 per cent of its profit and stock to innovative philanthropic efforts aimed at solving global problems. And thus, came into being, which includes the work of the Google Foundation.

Google is setting aside three million shares, worth more than $900 million, to fund It is separately putting about $90 million into Google Foundation.

Google’s founders are very optimistic about its Samaritan role. “We hope that some day this institution will eclipse Google itself in overall world impact by ambitiously applying innovation and significant resources to the largest of the world’s problems,” said Sergey Brin and Larry Page.

Among the many projects helped by Google, one interesting project is in India, called Planet Read. Planet Read is a non-profit organisation seeking to improve literacy in India and world over. The NGO, established by Dr Brij Kothari, an associate professor of IIM-Ahmedabad, is working towards literacy improvement through its unique method called Same Language Subtitling (SLS). Through adding subtitles to Bollywood films and videos of popular folk songs, the project aims to provide an easy way of regular practice to semi-educated masses.

The unorthodox of way of spreading literacy has brought many international awards to Dr Kothari and Google’s funds too. Google is also supporting Planet Read with free advertising through ‘Google Grant’ programme and content hosting on Google Video. Google Grants is a unique in-kind advertising programme. It harnesses the power of flagship advertising product, Google AdWords, to non-profit organisations seeking to inform and engage their constituents online.

Google Grants has awarded AdWords advertising to hundreds of non-profit groups whose missions range from animal welfare to literacy, from supporting homeless children to promoting HIV education. Google Grant helps recipients use their award of free AdWords to advertise on to raise awareness and increase traffic.

While many of Google’s recent initatives like Google Earth and Google Print have invited scathing criticism from many quarters and are leveled as part of its evil motives, Google seems to be wishing to showcase its philanthropic side to the world to avoid any PR disaster. And don’t forget its official tagline: ‘Don’t be evil’.


Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems