New Delhi, Delhi, India:PVR Nest, the CSR arm and registered foundation of PVR Ltd. launches a new edition of its flagship program CineArt on Road Safety which converges Cinema and Art for Social Change.
This program supported by the Delhi Government saw Smt. Sheila Dikshit, Hon’ble Chief Minister of Govt. Of NCT of Delhi as the launch activity’s Chief Guest and addressed the audience on the importance of children taking a leadership role in making Delhi a World class city. The Guest of Honour was His Excellency Francois Richier, Ambassador of France to India.
The Ambassador of ‘CineArt Road Safety Campaign’ Dr. Mallika Sarabhai, Padma Bhushan and renowned classical dancer & social activist was also present on the occasion. There were many enthralling creative expressions on this issue like a theatre performance and poems by vibrant youth groups.
This program, throughout its 8 month long journey, will sensitize 1, 00,000 children from 100 Delhi schools through various path breaking and creative mediums like puppetry, film making, clay odysseys, art workshops etc.
Road accidents reach epidemic proportions and every year tens of thousands are injured and killed. The impact in terms of emotional and financial stress is enormous on friends, families and community in general. Through clear and sustainable communication on the issue, this programme will inculcate ‘Responsible Road Behaviour’ and enable them to become role models, lead action and bring out a positive change in the society. Children will also make their original short films and publication on the issue after over 100 workshops with eminent film makers.
CineArt ‘Steer to Safety’ aims to engage lakhs of youth from many Universities and Colleges, families and friends through many on- ground activities at PVR Cinemas, India Habitat Centre etc. This program will also reach out to thousands of people through its mass online social channels like Facebook and blogs.
The French Embassy through its cultural service Institut Franais en Inde and several enterprises like Michelin India Tyres Pvt. Ltd., Renault India Pvt. Ltd, Tata Motors, Total Oil India and Bajaj Auto have come together for the first time for this mass scale alternate education campaign.
On the occasion, Mr. Sanjeev K. Bijli, Jt. Managing Director- PVR Limited & Trustee - PVR Nest said “We are all witness to our country’s development that is taking place at the expense of increasing urbanization putting severe pressure on resources. As stakeholders in the country’s progress, all business houses like us have now a bigger task in hand – the issue of urban sustainability. Here in PVR, we consider ourselves fortunate enough to address this issue through access to a mass medium reaching out to over 28 million people visiting our cinemas spread in 13 states & 25 cities. PVR Nest, PVR’s social arm has been able to develop a sustainable communication model through ‘CineArt’ to create mass scale awareness among school children on understanding & handling critical sustainability issues facing us today be it Environment & Nature, Health or Road Safety. Throughout the last 4 years of its implementation, CineArt has been able to reach out to over 250 schools (NGO/ Community/ Public and Private) and 1, 00,000 children and has trained over 1500 children on film making.
On the occasion, His Excellency Francois Richier, Ambassador of France to India said "The French Embassy supports PVR Nest in its initiative to sensitise children on road safety. We cannot let road hazards remain among leading causes of loss of lives worldwide. Let’s share our practices and experience - inculcating road safety rules in children means securing the future."
About PVR Nest
People, Ideas and Actions are the integral strengths and voice of PVR Nest, the corporate social program of PVR Ltd for children and environment. Over the last seven years, PVR Nest has establishes sustained and focused programs for community education, learning, integrating and supporting children through healthcare, daily nutrition, rehabilitation and creating employability. Nest works with more than 500 children on ground and reaches out to more than lac children each year via convergence of Cinema and Art.
CineArt is a flagship program of PVR Nest, an attempt to bring children and youth closer to social and environmental issues through mediums of Cinema and Art. This program has received the highest accolades from Aaj Tak Care Awards’2012 and Global Green Awards, London’2010.
About the French Embassy in India:
“The French Embassy in India through its active cultural wing the Institut Franais en Inde helps disseminate information about France and promotes Indo French cultural exchange programmes through its various services such as the book office, university cooperation service, French language service, audiovisual service as also the artistic service. It is your window to France in India.”
Program Chief Guest:
Smt. Sheila Dikshit, Hon’ble Chief Minister of Govt. Of Delhi
“The government is committed to make Delhi safe and to make it a world-class city, however government alone cannot realize this vision. We need a people’s movement, a direct feeling from one’s heart to sustain any kind of programme that is initiated by the government, industry, non-governmental organizations or international agencies.
Our endeavor to develop the road infrastructure like construction of flyovers, foot over bridges, underpasses and streetscaping are indicative of our commitment to make the city pedestrian friendly.
The Delhi Government appreciates the efforts of PVR Nest’s CineArt on its ‘Steer to Safety’ programme on addressing the critical social issue of today – Road Safety”.
CineArt Road Safety Campaign Ambassador
Dr. Mallika Sarabhai, Padma Bhushan & eminent dancer and social activist
“With numerous sustainability issues all around that need immediate attention, it is important to address the stakeholders of the society at the right age and through the right mediums. social issues when addressed through art and creativity make people conscious about them more and are more adept at bringing in the communities together and enable collective expression and communication of the social issue at hand”.
Mr. Harman Singh Sidhu, President- ArriveSafe
“The issue of Road Safety is gaining epidemic proportions with time with drastic increase in number of crashes many due to avoidable factors like speeding, drink-driving, not wearing helmets, seat-belts etc. We need to address this issue by reaching out to the stakeholders including children who are the future drivers and making it a citizen led movement involving a wider community. I am happy to get associated with PVR Nest’s CineArt program which approaches this critical issue using creative mediums of films, theatre and art and will make empowered leaders out of them eventually making our roads safer”.
Jamnalal Bajaj Foundation.
“Jamnalal Bajaj's legacy continues with integrated rural development, emancipation through education, cultural enrichment and religious harmony, health through hospitals, women & child welfare, ethics and values in business and the propagation of Gandhian values in India and around the world. The Bajaj group is committed to going beyond profits in building a cleaner, greener, healthier and empowered future. Its a new dawn, its a new India.. It is Hamara Bajaj”.
Mr. Rajiv Mitra, Vice President – Public Affairs and Communication, Renault India Pvt. Ltd.
“We at Renault India are delighted to be part of this program as we are globally very active in the area of road safety and we have found this wonderful medium of visual arts to promote this in India in association with PVR Nest and French Embassy”.
Mr. B. Vijay Kumar, Country Chairman & Managing Director- Total Oil India
“CSR is at the heart of Total’s worldwide strategy. In India, Total considers Road Safety as a key focus area. We are happy to be associated with PVR Nest to improve safety on Indian roads”
Mr. Thom Clark, Managing Director-Michelin India Tyres Pvt. Ltd.
"Better mobility is at the heart of Michelin's mission throughout the world. Globally, Michelin seeks to support worthy road safety initiatives as they best express the company's mission. In India, Michelin India is particularly pleased to be a partner of this initiative with PVR Nest and the French Embassy as it taps the powerful language of the arts and uses creativity to engage the youth, with whom the responsibility of future sustainability will lie."
Mr. Debasis Ray, Head Corporate Communication – Tata Motors
Tata Motors has associated with Bonjour India Festival, of the Embassy of France, to make children aware of road safety through the PVR Nest's CineArt ‘Steer to Safety’ Programme. As a leading car manufacturer of India, Tata Motors believes that it shares with civil society the task of promoting both safe driving and safety of pedestrians.
To view the photograph, please click on the link given below:
Smt. Sheila Dikshit launches CineArt Steer to Safety Leadership Module with H.E. French Ambassador, Mr. Francois Richier, Mr. Sanjeev Kumar – Trustee PVR Nest, Dr. Mallika Sarabhai and other eminent guests .
Deepa Menon, , +91 9811300540