2. How do the company decide which initiative to be involved in?

Relation between core business and CSR activity

The activities are in line with Schedule VII of the companies Act, 2013 as indicated.
2) Segments of CSR Activities
`In Education, their endeavour is to spark the desire for learning and knowledge at
every stage through Formal schools Balwadis Quality elementary education
Aditya Bal Vidya Mandirs Girl child education Non formal education.
In Health care, their goal is to render quality health care facilities to people living in
the villages and elsewhere through our Hospitals. Primary health care centres
Mother and Child care projects Immunization programmes with a thrust on polio
eradication Programmes to address malnutrition. Anganwadi Adolescent health
Health care for visually impaired, and differently abled Preventive health care
through awareness programmes Non communicable diseases.
In Sustainable Livelihood their programmes aim at providing livelihood in a locally
appropriate and environmentally sustainable manner through Formation of Self Help
Groups for women empowerment Skill Enhancement and Vocational training
Partnership with Industrial Training Institutes Agriculture development and better
farmer focus Animal Husbandry Soil and Water conservation Watershed
development. Agro Forestry In Infrastructure Development they endeavour to set up
essential services that form the foundation of sustainable development through Basic
infrastructure facilities Housing facilities Safe drinking water Sanitation &
hygiene Renewable sources of energy. To bring about Social Change, they advocate
and support Dowry less marriage Widow Remarriage Awareness programmes on
anti-social issues De-addiction campaigns and programmes Espousing basic moral
values. Gender equality Activities, setting measurable targets with timeframes and
performance management.
After some research we have collated some of these major initiatives taken by Idea
Cellular limited
Idea Cellular stands for education for all. It launched its new Ad Campaign with its
Brand Ambassador Abhishek Bachhan. Through this campaign the company
highlights the power of Mobile telephony to address the socially relevant theme of
education. Campaign has been promoted through print, television, out of home, digital
and on ground activities.
To launch education related initiatives Idea launched certain Ads to establish its area
of CSR. Nanhi Kali - Nanhi Kali, an NGO for the education of the girl child to launch an
initiative.
Campaign Phase One Teaser - In the first phase which is a 10-second teaser
Abhishek Bachchan is shown as sitting and wondering how to educate the countrys children
who can not manage to go to school. He suddenly looks up with a confident smile on his face
and says Idea.
Campaign Phase Two The Message - The second campaign which is a 90-second
TVC opens with a village girl. The commercial shows that the village girl did not get
admission in a school as there were no vacancies. The priest and the principal of the

school, Abhishek Bachchan, looking for a solution suddenly comes up with an idea of
starting mobile classrooms where teachers have mobile phones with them on their
desks and children are shown in the ground and listening to the classes through
mobiles.

Campaign Phase 3 Impact - The third phase of the campaign has impact of
education for all. It shows how the parents of the school going students are behaving.
They are also learning through their children.
After years of establishing this image in the mind-set of consumers that idea stands
for Education it came up with certain initiatives.
https://www.youtube.com/watch?v=0bh3HP51rJs
1. Agreezi Sikho
Idea has collaborated with NGO Pratham to enable children to learn English.
According to ASER 2014, even after completing 8 years of schooling, only 46.8%
children can read simple English sentences and of these, only 43% can
comprehend the sentences that they have read. With an increasing demand for
English as an important skill for employment attempts to simplify the language
keeping in mind the background of the learner hasnt been successfully achieved.
India has a mobile penetration of approximately 51% with a subscriber base of
almost 700 million users. By 2016, this subscriber base is expected to grow by
another 21% hitting the 71% mark. At its core, the proposed pilot is simply trying
to provide easy access to good quality content for individuals who wish to learn
basics of English. To achieve this, the project aims to leverage cellphone
technology and the massive subscriber base (with a good reach in rural areas as
well) to teach English to students through combined use of mobile phones for
listening and print material for reading.
To implement this programme, an English Club of about 30 to 50 children (predominantly Std 5-8) is formed around a Cell-Phone Librarian in different
communities, largely in urban or periurban areas. The children, individually
borrow cell phones from a library of 5-8 phones for about 15 minutes every day
at certain appointed times. They get lesson cards to go with it, which vary from
learning alphabets at Zero level to learning phonemes, words, and sentences. Each
level or Manzil has several sub-levels or Safars. Each card has lessons to be heard
upon dialing an Idea number followed by interactive questions to be answered by
pressing appropriate keys. Children can also form sentences by pressing a
sequence of keys.
The Librarian is not supposed to help children with learning but is expected to
encourage them.
2. SOUL initiative
In order to ensure that solar light is reaching to each and every students Idea has
collaborated with IIT Bombay in project names 1 Million Solar Urja Lamp
(SOUL). The project intends to provide solar lamps to 1 Million students through
localization of solar energy.

Initiatives in other areas

3. Behtar Zindagi(Better Life)
Behtar Zindagi - An initiative mainly for rural population which provides
information on following aspects over mobile phones: Agriculture (crops and
cultivation); Weather forecast and advisory; Livestock management; Inland
and coastal fisheries; Health; Education; and Finance.
4. Idea cellular has set up a new trust called the World Of Opportunities
Foundation, thorough which our employees can contribute to supporting the
higher education of children in need
5. Son of Soil - Rural youth is recruited for day to day sales operations in villages.
This initiative not only provides employment for local communities but also helps
build sustained relationship with the rural population