Not just street smart

Written by Jyoti Verma | Updated: Sep 30 2007, 06:02am hrs
A fine Tuesday morning in the Capital when the world hurriedly rushes to catch another day at the office. But for some, its time to catch Chak De! India at PVR Saket. The show, yet to begin, is already houseful, with people coming from all strata of society. Beyond a handful of elite Page 3 celebrities (followed by the desi paparazzi), the jamboree includes government heads and a few theatre protagonists who have made up their mind to have a good time at PVRs expense. After all, the function is organised to support young artists whose skills otherwise fail to go beyond picking rags and cleaning cars at red lights. The function to launch the Saket chapter of the Childscapes programme by PVR Nest (PVR network for enablement and social transformation) aims to do even more, promises Ajay Bijli, MD, PVR Ltd.

In its second year, the social responsibility (SR) programme of PVR Cinemas, PVR Nest, focuses on disadvantaged urban children and the deteriorating urban model. The execution of the programme is through the support of alliance partners such as the government, NGOs and like-minded corporates. The Childscapes was initiated in association with Bhagidari, Rajan Imports Ltd, Anupam Shopping Arcade Association, National Geographic Channel, PVR Cinemas and Literacy India. Expecting a steady growth, PVR Cinemas aims to take the programme to its other cinema locations.

The multiplex chain also conferred the Childscapes Award For Excellence to motivate ordinary lives for their contribution in developing the Childscapes community model. The award cuts across age groups with recipients coming from all sectors teachers, mentors, children and volunteers, informs Deepa Menon, head, CSR, PVR Ltd. The awards, given away for the first time this year, were handed over by the Minister of State for Women and Child Development, Renuka Chowdhury, to a few like Sankar. A ragpicker, Sankar is today part of the mainstream school through Childscapes. He not only goes to school now, but also ensures that all 12 children from his slum are there every morning. For Chowdhury, the moment is to be elated for more than one reason. First, meeting children like Sankar; second, witnessing the contribution of the business community towards a noble cause common to all, she says.

There is more to PVRs SR programme. Like, the chain is celebrating a green year. With the emergence of Nest and its activities, we will dedicate the year in developing environment education programmes in and around PVR. Nest will invest its time, energy and resources in promoting green methods and practices through redevelopment initiatives and green films, says Bijli.

For Capt Indraani Singh, head of Literacy India, programmes like Childscapes synergise common socially-relevant vigours to help the cause of child welfare in India. With national players like PVR pitching in with interesting ways, we are sure to achieve more. Their association also makes an NGO like us stand out better in society, she says.

Aligned with PVR Cinemas for the next five years, Literacy India is also selling PVR Nest to other corporates. Thanks to PVRs wide viewership, the NGO aims a houseful too.