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Last updated: 16 Oct, 2014  

BMW Group Engages in a Corporate Citizenship Pgrm With Magic Bus

PR Newswire | 14 Oct, 2014
GURGAON, India: BMW Group India started the program with Magic Bus in 2011, gradually expanding and benefiting 15,000 underprivileged children in the slums and villages of New Delhi, Chennai and Mumbai (5,000 in Delhi, 5,000 in villages around BMW Plant Chennai and Chennai city and 5,000 in Mumbai).

Using its award-winning 'Sports for Development' program as a medium, Magic Bus steers children towards a life with better awareness, opportunities and skills. The aim is to help children complete a successful journey from 'Childhood to Livelihood'. The program uses a structured activity-based curriculum delivered by mentors to bring about positive and long-lasting changes in children's lives.

Mr. Philipp von Sahr, President, BMW Group India said, "Commitment to society is firmly embedded in BMW Group's culture and corporate strategy. Corporate citizenship forms an integral part of BMW Group's vision of itself as a responsible business enterprise and is regarded as an investment in the future. Through our partnership with Magic Bus, we aim to play an active role in empowering underprivileged children to build a brighter future for themselves. This initiative is a very successful example of corporate and social sectors joining hands to bring about positive change. We are proud of our association with Magic Bus and look forward to extending our support to them in every possible way."

BMW's commitment for the Magic Bus program is based on the principle of 'Helping People Help Themselves'. Particular emphasis is given on sustainability, measurability, transferability and long-term impact of the program. The program also promotes the core human principles of respect, gender equality and tolerance towards all religions, castes and races.

Mr. Matthew Spacie, Magic Bus Founder and Executive Chairman said, "Our relationship with BMW Group India started three years ago and since then we have worked with a common vision to help the underprivileged children move out of poverty. We make this possible by bringing about a behavioural change in the children; and what better way than sports to connect with them! Together, Magic Bus and BMW Group India are helping these children in making the right choices and walking on a path leading to better and dignified livelihoods as adults. We value our association with BMW Group India and look forward to the continued support and tremendous encouragement that we have received."

With BMW Group India support, the locations covered in Delhi include urban slums and villages in Lalkuan, Bhalswa Dairy and Shahbad Dairy. The locations in Mumbai include urban slums and colonies of Bombay Port Trust, Dharavi, Jogeshwari, Powai, Ghatkopar, Govandi, Mankhurd and Jogeshwari. The locations in Chennai include urban slums (Perungudi, Saidapet, Thoraipakkam, Pallikaranai, Chitalapakkam, Ottiampakkam, Madipakkam, Besant Nagar, Kanagi Nagar, Cheemencheery) in the city and rural villages (Thimmavaram, Kunnavakkam, Pattaravakkam, Vallam, Thiruvadisulam, Athur, Villiyambakkam, Palur, Reddipalayam, Anjur, Thenmel Pakkam, Kondamangalam, Periyapotheri, Karunilam) around BMW Plant Chennai.

BMW India has also supported Magic Bus in its charity fund-raising efforts through the donation of two BMW 3 Series that have been auctioned at the Magic Bus Benefit Dinner and auction events held in Mumbai in 2012 and 2013. The proceeds from the auction were utilised for the same cause.

About Magic Bus

Started in 1999, Magic Bus is a non-profit organisation that supports over 250,000 underprivileged children in twenty states across India. Using sports as a medium, Magic Bus tries to inculcate positive values in children and channels them towards a constructive direction with enhanced opportunities.

The program imparts 40 sport-based learning sessions per year per child. A group of 25-30 children and youth (aged between 8 - 18 years) from underprivileged backgrounds come together for weekly sessions under guidance of a mentor. This is strengthened with the help of community-based advocacy efforts.

Magic Bus motto 'From Childhood to Livelihood' is based on three pillars:

Activity Based Curriculum (ABC) is a unique model that uses games to bring about behavioural change. Each session gives a lesson, teaching children about education, gender, health and other key issues affecting them and the society. The games excel in building physical, social and personal skills. Together with BMW Group India, Magic Bus has also developed a 'Road Safety Program' for the children as a part of the curriculum to increase awareness about the road safety and hazards.

The Mentorship Program trains local youth volunteers to become mentors and role models to other children. The mentors conduct ABC sessions and act as catalysts for community change. They hail from the same community, thereby making the program more inclusive, approachable, cost-effective and scalable. These mentors in turn grow up becoming more confident, respected and responsible.

The Connect Program aims to bridge the gap between possibility and opportunity through access to vocational training and courses. Nearly all the mentors end up pursuing higher studies and/or enrolling in Magic Bus employability program.

About BMW Group India

Headquartered in Gurgaon (National Capital Region), BMW India is a 100% subsidiary of the BMW Group. The wide range of BMW activities in India include the establishment of a manufacturing plant in Chennai, a parts warehouse in Mumbai and development of a dealer organisation across major metropolitan centres of the country. BMW Group has invested over 3.9 billion Indian Rupees (€ 51.8 million) in BMW Plant Chennai.

The BMW Group concentrates on projects and concepts where it can apply its core expertise to achieve specific and measureable improvements. Consequently, the company focuses on projects replicable in an international context and based on the principle "helping people to help themselves", thereby generating a measurable long-term effect. For the BMW Group, social commitment is an inherent part of its corporate identity. Focal areas of commitment are intercultural innovations and social inclusion.

For more information visit, www.bmwgroup.com

Media Contact: Abhay Dange, abhay.dange@bmw.in, +91-9910481013, Press and Corporate Affairs, BMW Group India

 
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