Sehwag and Kohli's Sixes get Reliance Life Insurance 'Boundaries for Books' Fundraising Campaign off to Flying Start

MUMBAI, February 21, 2011 /PRNewswire/ --

- Ten Sixes in Opening Match Ensures at Least 300 Children Will Benefit From Innovative New Fundraising Campaign

- Every six hit in Every Match of ICC Cricket World Cup 2011 Will Benefit More and More Children

India's free-scoring batsmen ensured the Reliance Life Insurance 'Boundaries for Books' initiative, in partnership with the International Cricket Council and Room to Read, started with a bang on Saturday in Dhaka bringing fully functional libraries, books, and trained teacher-librarians to at least 300 underprivileged children across India.

It was a dream debut for the 'Boundaries for Books' campaign as the game saw the second highest match aggregate in ICC Cricket World Cup history, with 10 sixes hit in the very first match of the competition between India and Bangladesh, with Reliance Life Insurance donating Rs 25,000 every time the ball cleared the boundary.

Virender Sehwag smashed five sixes in his memorable innings of 175, while Virat Kohli also hit two balls over the ropes in his magnificent century on his debut appearance at the ICC Cricket World Cup.

Three Bangladesh players, Tamim Iqbal, Zunaed Siddique and Roqibul Hassan, also hit sixes, meaning Reliance Life Insurance donated Rs. 250,000 at the opening game.

The 10 sixes hit during the match were the second most sixes hit during an opening game in ICC Cricket World Cup history. Only in 2003, when South Africa and West Indies hit 13 between them, have there been more sixes in an opening game, although the opening match in 1983 between Sri Lanka and Pakistan at Swansea also saw 10 sixes.

Cricket fans and the public in general also have the opportunity to contribute to this fight against illiteracy, through convenient payment options:

SMS : BOOKS <space> <Donation Amount> to 5667711

Online: http://www.facebook.com/RelianceLifeInsurance or http://www.roomtoread.org/worldcup

Cheque : Payable to 'Room to Read India Trust' . Address: Rajesh Bhattacharya, Room to Read India' E 18-A, East of Kailash, New Delhi, 110 065.

As announced earlier Reliance Life Insurance, in a first-of-its-kind initiative - 'Boundaries for Books' - will contribute Rs. 25,000 for every six hit during the ongoing ICC Cricket World Cup 2011. This donation will be made to Room to Read, towards establishing libraries and providing local language and English books to underserved children across India. Every single six will ensure that at least 30 children get access to fully functional libraries with books and trained teachers, thereby catalyzing a long-term revolution amongst young minds that will lead the future of India.

The Reliance Life Insurance 'Boundaries for Books' campaign has received the support of a number of high profile players. These include Sri Lanka's Angelo Mathews and Australia's Shane Watson, who have become the first cricketers to become global Room to Read Ambassadors, while the likes of Mahendra Singh Dhoni, Virender Sehwag, Ricky Ponting and Dale Steyn have all recorded messages to encourage cricket fans to support this initiative by generously contributing to the 'Boundaries for Books' campaign.

Reliance Big FM, has started a special 'Hit illiteracy for a Six' segment, Big Cinema, Big CBS and various other Reliance ADA Group platforms will reach out to the masses encouraging them to contribute to 'Hit 'Illiteracy for a Six'. Prizes for top donors - such as invitations to an exclusive Reliance event in Mumbai with cricketers and other prominent personalities, signed memorabilia, photo opportunities and other incentives - will help propel the cause.

    
    Notes on Fours and Sixes

    - In the ICC CWC 2007 there were 51 matches in which 1808
      fours and 373 sixes were hit. That makes 35 fours and 7 sixes per 
      match.
    - In ODI cricket in 2010 (same format as the ICC CWC 2011)
      there were 142 matches in which 5219 fours and 820 sixes were hit. That 
      makes 37 fours and 6 sixes per match.

About Reliance Life Insurance Company Limited

http://www.reliancelife.com

Reliance Life Insurance Company Limited is one of India's top private sector life insurance companies with business premium including renewal premium of over Rs 6,605 crore (as on 31st March 2010).

The company has sold over 7 million policies and has an Asset Under Management base of more than Rs 17,000 crore (as of 30th November, 2010).

It has an extensive distribution network of 1,247 offices and over 2,13,000 advisors (as of 30th November, 2010). Reliance Life Insurance offers a comprehensive range of innovative and need-based products, including protection, investment and retirement, targeted at individuals and groups.

Reliance Life Insurance Company is a part of Reliance Capital, a Reliance Anil Dhirubhai Ambani Company.

About Room to Read

http://www.roomtoread.org

Room to Read is a global organization seeking to transform the lives of millions of children in the developing world by focusing on literacy and gender equality in education.

Founded on the belief that World Change Starts with Educated Children, Room to Read works in collaboration with local communities, partner organizations and governments to develop literacy skills and a habit of reading among primary school children and to ensure girls have the skills and support needed to complete their secondary education.

Since 2000, Room to Read has impacted the lives of more than four million children in Asia and Africa and aims to reach 10 million children by 2015.

About International Cricket Council

The International Cricket Council is the governing body of world cricket. There are 105 ICC Members across the globe, with 10 Full Members, 35 Associate Members and 60 Affiliate Members. As part of its work, the ICC supports a number of community programmes including the Think Wise initiative, a HIV awareness programme with UNAIDS and UNICEF; the 'Great Spirit' programme, which supports project in Afghanistan, Bangladesh, India and Sri Lanka; and Room to Read, a charity that focuses on literacy and gender equality in education across Asia and Africa.

    
    For Media Queries

    Reliance Life Insurance
    Sharad Goel, sharad.goel@relianceada.com, +919324984296

    Sampark Public Relations
    Kavita Bhaskaran, kavita.bhaskaran@sampark.com, +919987355009

    International Cricket Council
    Chris Hurst, chris.hurst@icc-cricket.com, +971-50-640-1215

    Room to Read
    Reena Luke, reena.luke@roomtoread.org, +919910195603

SOURCE Reliance Life Insurance Co. Ltd