Global private label brand SherSingh, along with the OTA Cleartrip and the NGO Magic Bus, have set up a social media initiative called Beasport. The campaign has been conceptualised by Sonny Caberwal, the founder of SherSingh and Excuisvely.in. The Beasport campaign aims to send impoverished children to school by harnessing the support of Internet users from all over the globe.
As part of the campaign, a video of the song Honge Kamyab has been shot and uploaded. Every time the video is watched or a tee shirt is bought from the campaign site, an amount is donated to the foundation for the benefit underprivileged kids who need to be educated. Cleartrip users can show their support by simply clicking a button which will direct them to the video page. The number of times the video is watched will be counted in terms of rupee and the amount will be donated for the cause. For example, 10 lakh views will be equivalent to Rs 10 lakh.
This campaign is trying to profile the journey of individuals who have embraced 'sports' to get to where they are now. Elaborating on this, Matthew Spacie, founder and CEO of Magic Bus, said, "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 sports to change behaviours. It targets nearly 3,000 slums and villages and over 200,000 children across India. Sports with mentoring can be used to get children to re-enrol in school, lead healthy lives, confront gender problems and move from poverty."
Sonny Caberwal, the founder of Beasport, said, "As experienced entrepreneurs, we constantly think about how social media and e-commerce can be leveraged to help our business. We wanted to apply the same principles to Magic Bus because in many ways, NGOs face the same issues as do for-profit companies."