Bangalore: ‘Missed call do, Kahaani Suno’, a children Pilot project, run by not-for-profit children book publisher, ‘Pratham books’ is gaining popularity across the country after its startup in April 2016 in Rajasthan. After its successful launch, it got a huge response in five states including Punjab, Haryana and Himachal Pradesh. After a great success, this project is about to set its foot in Uttar Pradesh too.
‘Missed call do, Kahaani Suno’ is a way to make children listen to their FREE Audio Stories.
This project is developed with a main aim to inculcate the reading habit in children. The project mainly uses mobile phones as their primary source of ‘Kahani Suno’. In this zero-cost service, when you give a miss call to the number 080-39236222, audio stories can be heard in five different languages primarily English, Hindi, Marathi, Kannada or Telugu depending on your selection. According to Telecom Regulatory Authority of India (TRAI), India has over a billion mobile phone users among which 42.39% are rural subscribers. Hence this project has the potential to reach out to the rural children as well.
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The project contains more than 2000 stories. “The idea of ‘Missed call do, Kahaani suno’ is to create a culture of listening to stories within the home environment. This will eventually lead to an interest in reading as well. This was crucial considering the focus of Pratham Books’ target audience: the underserved child. That’s how we thought of exploring the ‘missed call’ route, which already existed as an idea” said Purvi Shah, Head Digital Projects, Pratham Books. The Pratham Books’ campaign puts phones to better use: getting stories to remote parts of the country, as mobile is a part of the most households in the country, which became an easy, scalable distribution medium.
Maya Krishna, Community Manager, Pratham Books, said that the content of these stories will also be available on www.StoryWeaver.org.in and on Pratham Books’ SoundCloud account for free download.
How to avail this facility:
Step 1: Give a missed call to 080-39236222 between 2 p.m – 9 p.m (Valid for first 10,000 calls only).
Step 2: The Company calls you back and you can listen to stories in English, Hindi, Marathi, Kannada and Telugu.
Step 3: To listen to more stories, simply give a missed call again.
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“As a part of their CSR initiative, Radio Mirchi recorded the stories for us. Bollywood actors like Tushar Kapoor and Diya Mirza have lent their voice for the project,” said Himanshu Giri, Pratham Books’ Chief Executive. “Our aim is to encourage reading among children,” he added.
Coming up with a concept like ‘Missed Call Do, Kahani Suno’ at this time when the nation is struggling to bring quality education in the rural areas, Pratham Books has certainly brought a creative way of enticing children towards education.