NBT has embarked on a CSR initiative ,‘Help A Star’, that will facilitate readers to offer financial help to poor but, meritorious students. The three-week long campaign will cover Mumbai and Delhi NCR and benefit 20 students. This programme has also been launched in BCCL’s Bengali daily, Ei Samay.
The students will be profiled in NBT, wherein the newspaper urges readers to donate through cheques. The cheques, drawn directly in favour of the students, will be collected through various drop-boxes across the city.
Elaborating on the objective behind this initiative, Kaustuv Chatterjee, Vice President - Languages, Brand, BCCL said, “We feel it is our responsibility to promote education as the key to a better future for our young generation. ‘Help A Star’ is an effort to realise the dreams of young, bright students from economically weaker sections of society by profiling the odds that they have faced, yet have excelled in academics. We select only those students who have great potential, but whose families do not have the means to fund higher education. We request readers to donate directly to these students.”
Speaking more on the initiative, Aman Nayar, Brand Manager, NBT said, “The campaign has strong ownership and initiation from the editorial. They are involved in selecting the students to ensure that only the most deserving and needy students are selected, and also have chosen to give prominence in coverage.”
The Group is using NBT, Radio Mirchi, Twitter and its Facebook page, which has more than 5.5 lakh fans, to generate awareness of this programme.