IndiaCSR News Network
NEW DELHI: Amway Opportunity Foundation (AOF), the Corporate Social Responsibility (CSR) arm of Amway India, celebrated the ‘International White Cane Day’ in association with Bhartiya Netraheen Kalyan Parishad (BNKP) in New Delhi.
The highlight of the event was a special screening of the audio described movie ‘Bhaag Milkha Bhaag. The audio described version makes the movie friendlier for the visually challenged children as an additional narration is inserted in the non-dialogue portions so that the visually impaired individuals can also enjoy the movie. The movie ‘Bhaag Milkha Bhaag’ has been audio described by a Delhi based NGO- Saksham.
AOF will be doing special screenings of the audio described version of the Bollywood movie ‘Bhaag Milkha Bhaag’ at 11 locations across the country.
Speaking on the occasion, Sundip Shah, Chief Marketing Officer, Amway India, said, “AOF has always taken a lead in undertaking interesting and innovative initiatives to help and support visually challenged children. We organise a national level annual dance competition as well as a national level chess competition for visually impaired children every year. Both the competitions are extremely popular and elicit an enthusiastic response. The screening of the audio described movie is aimed at inspiring the visually challenged children so that they benefit and gain from the learnings of the life of the great Milkha Singh.”
Dipendra Manocha, Founder Trustee, Saksham, said, “The excitement amongst the blind children for the audio described Bhaag Milkha Bhaag is palpable. Saksham Trust is the only NGO who has taken the effort to reach out to visually impaired children by introducing this unique concept of audio description of movies in India, thus making film viewing an independent and enjoyable experience. We are hopeful that we shall be able to do many more such movies in the future.”
Ramesh Prasad Singh, General Secretary, Bhartiya Netraheen Kalyan Parishad, said, “The White Cane Day is an occasion to remind people to promote courtesy and special consideration to people who are blind. This day we celebrate the independence of people who are visually challenged and their right to participate fully in society. The screening of ‘Bhaag Milkha Bhaag’ was special and the children really enjoyed every moment of it.”
Amway Opportunity Foundation (AOF) is the Corporate Social Responsibility arm of Amway India. AOF has instituted two projects in India – 1) National Project for Blind which endeavors to facilitate quality education and economic independence of the visually challenged. 2) Project Sunrise under which it facilitates education, health & hygiene for less privileged children of the society. AOF works with over 55 NGO partners across the country. Over the years, the Amway Opportunity Foundation (AOF), the corporate social responsibility arm of Amway India, has benefited more than 1 lakh visually challenged children. In partnership with NGOs & institutions working in the area of education, health and hygiene for children, AOF is benefitting more than 15,000 children every year.