BWI: BEASPORT- Each Click makes a Difference

Press release from Business Wire India
Source: BEASPORT
Thursday, May 10, 2012 12:06 PM IST (06:36 AM GMT)
Editors: General: Consumer interest, Entertainment, Lifestyle, People, Social issues; Business: Advertising, PR & marketing, Business services, Information technology, Media & entertainment; Technology
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BEASPORT- Each Click makes a Difference
Keep a child in school by joining hands with Magic Bus, Sher Singh, &India's top stars

New Delhi, Delhi, India, Thursday, May 10, 2012 -- (Business Wire India) -- Shersingh.com, India's first Global lifestyle brand along with India's leading NGO Magic Bus have launched a unique social media program called #BEASPORT. The campaign aims at keeping India's most impoverished children in school by harnessing the support of Internet users around the world. Founded by Sonny Caberwal the #BEASPORT campaign is unique because it brings together India's top Bollywood, cricket and fashion icons, leading companies like Clear Trip to show how everyone can easily make a difference with the click of a button. Each time a video is viewed on the #BEASPORT site- www.BeASportCampaign.com- a donor has pledged to donate actual money to the Magic Bus program.

#BEASPORT marks one of the first times top Internet and media companies are coming together to apply innovative social media and e-commerce principles to help scale and develop a non-profit initiative. The primary goal of #BEASPORT is to drive global awareness and economic self-sufficiency for Magic Bus, one of India's leading NGOs.

The #BEASPORT program launched with leading cricketers like Zaheer Khan, Chris Gayle, Virat Kohli, AB de Villiers, Daniel Vettori, and Muttiah Muralitharan, who participated in the first Google Plus hangout, where they spent time with Magic Bus children online. The theme of the program content is "One Journey Inspires Another". Leading media companies from the online and offline world will help produce and drive views of this content, with the goal being to get 1 million people to participate this summer, and by the end of 2012, 10 million global participants. As the program grows, other leading international companies and stars are expected to join the #BEASPORT movement."We developed Sher Singh to create a global lifestyle brand from India, which represents a new global generation- a generation that's empowered, lives online, and most importantly, cares about making a difference," said Sonny Caberwal, the founder of #BEASPORT, and co-founder of Sher Singh. "As experienced entrepreneurs, we constantly think about how social media and e-commerce can be leveraged to help our business. We wanted to apply those same principles to Magic Bus, because in many ways, NGOs face the same issues as for-profit companies. We're proud to play a role alongside some of India's most forward-thinking companies in demonstrating how Indian innovation can be applied to a brilliant NGO investing in India's future through education."

Talking about the campaign, Matthew Spacie, Founder and CEO, Magic Bus, said, "This campaign is trying to profile the exceptional journey of individuals, many of them sports men and women to get to where they are now. Similarly, Magic Bus takes children and youth, living in poverty on a journey from childhood to livelihood through a world class mentoring programme which uses the metaphor of sport to change behaviours in nearly 3,000 slums and villages and over 200,000 children across India. Sport with mentoring can be used to get children to re-enrol in school, lead healthy lives, confront gender problems and move from poverty. 60% of adolescent children don't complete school. We are hopeful that this social media campaign will generate much-needed support to enable Magic Bus to help keep a child in school."

To learn more about #BEASPORT or get involved, please visit BeASportCampaign.com, or email care@beasportcampaign.com.

ABOUT MAGIC BUS: Magic Bus works with over 200,000 children across 7 States in India. We develop local community mentors who take children and youth living in poverty on the journey from childhood to livelihood. During this long term engagement, our mentors work with children and parents through a weekly curriculum that includes the use of sporting activities as metaphors to change behaviour in the areas of education, health, gender and livelihood.

To know more, visit www.magicbus.org

ABOUT SHERSINGH.COM: Sher Singh is the first global lifestyle brand from India. With design offices in New Delhi and New York City, Sher Singh belongs to a new breed of fashion companies redefining the rules in today's digital world. The company started by the team behind Exclusively.In ( www.exclusively.in), which was a pioneer in the recent e-commerce boom in India, and the company is supported by a number of seasoned investors and advisors from around the world, from Tiger Global Management, Accel Partners, and Helion Venture Partners, to executives at Google, Facebook, and celebrities from around the world. To learn more or shop Sher Singh, visit www.shersingh.com .

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Sonny Caberwal
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CONTACT DETAILS
Gurdeep, Value 360 Communications, +91 9873109199
Aakanksha Shukla, Value 360 Communications, +91 9654938569

KEYWORDS
CONSUMER, ENTERTAINMENT, LIFESTYLE, PEOPLE, SOCIAL, MARKETING, BUSINESS SERVICES, IT, MEDIA, TECHNOLOGY

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