2. How do the company decide which initiative to be involved in? Relation between core business and CSR activityThe activities are in line with Schedule VII of the companies Act, 2013 as indicated. 2) Sements of !S" Activities #In $ducation, their endeavour is to spar% the desire for learnin and %nowlede at ever& stae throuh ' (ormal schools ' )alwadis ' *ualit& elementar& education ' Adit&a )al Vid&a +andirs ' ,irl child education ' -on formal education. In .ealth care, their oal is to render /ualit& health care facilities to people livin in the villaes and elsewhere throuh our .ospitals. ' 0rimar& health care centres ' +other and !hild care pro1ects ' Immuni2ation prorammes with a thrust on polio eradication '0rorammes to address malnutrition. ' Ananwadi ' Adolescent health ' .ealth care for visuall& impaired, and differentl& a3led ' 0reventive health care throuh awareness prorammes ' -on communica3le diseases. In Sustaina3le 4ivelihood their prorammes aim at providin livelihood in a locall& appropriate and environmentall& sustaina3le manner throuh ' (ormation of Self .elp,roups for women empowerment ' S%ill $nhancement and Vocational trainin ' 0artnership with Industrial Trainin Institutes ' Ariculture development and 3etter farmer focus ' Animal .us3andr& ' Soil and 5ater conservation ' 5atershed development. 'Aro (orestr& In Infrastructure 6evelopment the& endeavour to set up essential services that form the foundation of sustaina3le development throuh ' )asicinfrastructure facilities ' .ousin facilities ' Safe drin%in water ' Sanitation 7 h&iene ' "enewa3le sources of ener&. To 3rin a3out Social !hane, the& advocate and support ' 6owr& less marriae ' 5idow "emarriae ' Awareness prorammes on anti8social issues ' 6e8addiction campains and prorammes ' $spousin 3asic moral values. ' ,ender e/ualit& ' Activities, settin measura3le tarets with timeframes and performance manaement. After some researchwe have collated some of these ma1or initiatives ta%en 3& Idea !ellular limited Idea !ellular stands for education for all. It launched its new Ad !ampain with its )rand Am3assador A3hishe% )achhan. Throuh this campain the compan& hihlihts the power of +o3ile telephon& to address the sociall& relevant theme of education. !ampain has 3een promoted throuh print, television, out of home, diitaland on round activities.To launch education related initiatives Idea launched certain Ads to esta3lish its area of !S". -anhi 9ali 8 -anhi 9ali, an -,: for the education of the irl child to launch an initiative. Campaign Phase One Teaser 8 In the first phase which is a 108second teaser A3hishe% )achchan is shown as sittin and wonderin how to educate the countr&;s children who can not manae to o to school. .e suddenl& loo%s up with a confident smile on his face and sa&s Impact 8 The third phase of the campain has impact of education for all. It shows how the parents of the school oin students are 3ehavin. The& are also learnin throuh their children.After &ears of esta3lishin this imae in the mind8set of consumers that idea stands for $ducation it came up with certain initiatives.https?@@www.&outu3e.com@watchAvB03h3.0C1rDs1. Aree2i Si%hoIdea has colla3orated with -,: E0rathamF to ena3le children to learn $nlish.Accordin to AS$" 201G, even after completin H &ears of schoolin, onl& GI.HJchildren can read simple $nlish sentences and of these, onl& G3J can comprehend the sentences that the& have read. 5ith an increasin demand for $nlish as an important s%ill for emplo&ment attempts to simplif& the lanuae %eepin in mind the 3ac%round of the learner hasn;t 3een successfull& achieved. India has a mo3ile penetration of approKimatel& C1J with a su3scri3er 3ase of almost L00 million users. )& 201I, this su3scri3er 3ase is eKpected to row 3& another 21J hittin the L1J mar%. At its core, the proposed pilot is simpl& tr&in to provide eas& access to ood /ualit& content for individuals who wish to learn 3asics of $nlish. To achieve this, the pro1ect aims to leverae cellphone technolo& and the massive su3scri3er 3ase Mwith a ood reach in rural areas as well) to teach $nlish to students throuh com3ined use of mo3ile phones for listenin and print material for readin.To implement this proramme, an E$nlish !lu3F of a3out 30 to C0 children Mpre8dominantl& Std C8H) is formed around a !ell80hone 4i3rarian in different communities, larel& in ur3an or periur3an areas. The children, individuall& 3orrow cell phones from a