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The Ministry of Women and Child Development has tied up with Celltick Mobile Media India Pvt to spread awareness about the Beti Bachao Beti Padhao scheme to an estimated 100 million mobile users in the country.
The Beti Bachao, Beti Padhao campaign will be the first time that the Indian arm of the mobile homescreen marketing firm, Celltick, headquartered in London with its R&D centre in Israel, has teamed up with the Indian government for a social initiative.
Through Celltick-managed mobile services, users will get messages that they can interact with on the homescreen of their device, enabling ease of use in accessing information about scheme, which is aimed at promoting gender equality and the significance of educating girls, a Ministry release said.
Abraham Punnoose, Managing Director, Celltick India, said “We are always keen to use the power of our next generation mobile platforms for the greater good of people around the world and shall endeavour to make this a great success in India.”
In July this year, Celltick had announced the launch of ‘BSNL Buzz’, a next generation cell broadcast service for 77.2 million mobile subscribers of Bharat Sanchar Nigam Limited, a company release had said.
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