MUMBAI: With the launch of its new show ?Sabki Laadli Bebo?, STAR Plus now extends its support to educate underprivileged young girls and announces an annual property Laadli Week. This is in association with the KC Mahindra Educational Trust NGO- the Project Nanhi Kali. Thee show ?Sabki Laadli Bebo? is based on the story of a family whose life revolves around their daughter ?Bebo?. A girl child born to them after three sons was an occasion they looked forward to with great hope and anticipation, and an event that changed their whole world and filled it with happiness, laughter and sunshine.

Speaking on the show Sabki Laadli Bebo and the Project Nanhi Kali initiative, Anupam Vasudev, EVP, Marketing, STAR India Pvt Ltd. said, ?STAR Plus has always stood for the empowerment of women and our women viewers have endorsed it by making it the leading Hindi GEC in India. Our show Sabki Laadli Bebo is a tribute to the families of today who respect, adore and educate their daughters and this will now translate into the tie-up with Project Nanhi Kali to educate a larger number of girls in India and also involve and educate audiences through the medium of the Laadli week. We will support approximately 600 Nanhi Kali?s in the first year.?

?We at STAR believe that education for women plays a very important role in the overall development of any country. It not only helps in the development of half of the human resources, but in improving the quality of life at home and outside. Educated women not only tend to promote education of their girl children, lead healthier lives, but also can provide better guidance to the children and ensure the progress of society in general. Moreover educated women can also help in the reduction of infant mortality rate and reduce population growth? he added.

The Laadli Week will see a series of fundraising and awareness creation events for the Laadli Project. STAR Plus will also raise money from the viewers to support the cause of the education of the girl child, and help create an empowered generation. The activity will be promoted through on air contests wherein the viewers will be invited to send in pictures of their ?laadli? daughters and a message for them, in addition to public service messages and a fund raising drive. The best messages will be aired on the show Sabki Laadli Bebo during the Laadli Week. This week of celebrations will also be promoted through radio, outdoors and the print media across various cities in the country.

Sheetal Mehta, President, Project Nanhi Kali, "Today, India has at least 21 million children who are out of school, and majority of these are girls. Due to cultural and economic barriers, girls face far greater obstacles to education than boys, and special initiatives are required to overcome these. One such initiative is the Project Nanhi Kali, managed by K C Mahindra Education Trust and Naandi Foundation. Media can play an equally important role by using its power to influence attitudes, habits and mindsets in a society. We are therefore happy to associate with Star TV who have always portrayed women in a positive manner through their various shows depicting strong and independent women. Their new serial ?Sabke Laadli Bebo? continues in this direction, and conveys how fulfilling it is to have a girl in the family."

Co-produced by Endemol and Sachidanand Productions, watch ?Sabki Ladli Bebo? on STAR Plus every Mon- Fri@ 10 p.m., and be a part of the ?Laadli? movement to educate our little girls and make our contribution towards a thriving, healthy and educated India.

NEW DELHI: Chaitanya Datla, a 28-year old, human resources executive from Bengaluru is all set to create history by becoming the first woman to sail on an Indian Navy Warship. Chaitanya is chosen as the winner of National Geographic Channel?s ?Mission Navy: Lehron Ke Sartaj? from over 50,000 civilians who participated in the landmark docu-reality series.

For the first time in the history of Indian television, Nat Geo?s Mission Navy showcased the hitherto uncharted world of the Indian Navy, replete with warships, submarines, missiles and much more. The landmark series gave an insight into the lives of the brave men who patrol and protect the country through seven visually stunning episodes. With this initiative, Nat Geo provided five civilians including three women, the unique opportunity to be a part of the Navy, training and imbuing them with the courage, grit and determination.

With over 50,000 entries from all across India, only five finalists were selected for the mission after a series of physical and mental tests conducted by the Navy. The finalists included 28-year old, Chaitanya Datla from Bengaluru; 20-year old, Sakshi Havanoor from Pune; 25-year old Suranjani H R from Bengaluru; 23-year old, Arjun R Shetty from Bengaluru and 21-year old Sudhanshu Budakoty from Mysore.

Chaitanya, along with the other finalists got the opportunity of a lifetime to be a part of the Indian Navy for over a month. It all started from being introduced to the academy life and undergoing basic training, to setting their first step ever on board an Indian Naval ship. She not only got to learn the science behind the submarines and other warships but was also trained in beaching operations, got to perform the difficult jack stay, underwent a G-Force test, amongst other tasks.

At the end of the series, Chaitanya proved to be the most resilient, deserving and valiant of the five finalists and will have the honour of sailing on an Indian Navy Warship for an international tour. The decision by the Indian Navy was based on various exercises, tests and experiences the participants went through during the month long training period.

Speaking about her achievement, Chaitanya said, ?It has been a pride and privilege to be part of this unique Nat Geo endeavour and experience what it takes to be in the Indian Navy. I have always aspired to be a part of the armed forces and Nat Geo?s Mission Navy helped me realise this dream that was unfulfilled till recently. I also feel that this is a triumph for all the Indian women for whom nothing is impossible?.

?At National Geographic Channel, we are proud of our landmark series, Mission Navy: Lehron Ke Sartaj through which we took our viewers inside the incredible world of the Indian Navy. We received unprecedented response from viewers across the country and are delighted on our winner Chaitanya Datla?s remarkable achievement?, said, Nikhil Mirchandani, Managing Director, National Geographic Channel ? South Asia

MUMBAI: As the worst economic crisis in recent history unfolds, NDTV 24X7 brings to you some effective measures to combat the recent depression. Ride the Recession, an innovative show launched earlier this month, discusses how the crisis is impacting us, be it home loans, property prices or job losses. The show brings to you exclusive interviews with the best business minds in the industry sharing expert tips on how to cope with the slowdown.

Catch NDTV?s Economic Affairs Editor Shweta Rajpal Kohli in a t?te-?-t?te with the country‘s top most industrialists and CEOs on how companies are seeing this crisis as an opportunity and revamping their business models in the next episode of Ride the Recession this Friday, March 20th at 8:30pm, only on NDTV 24x7.

MUMBAI: Initiative, a part of Interpublic Group, has been named the Media Agency of the Year for 2008 by Advertising Age for its transformation, innovative campaigns and substantial revenue growth over the years. After a few tough years they were able to successfully win over a massive piece of business, MillerCoors. Initiative has been previously named the Media Agency of the Year 2008 by Ad Week.

As Mr Richard Beaven, CEO, Initiative Worldwide, said," We have been honoured with this award and we thank Advertising Age to bestow upon us this prestigious title. We had tough years but were able to reach new heights and achieve great success with team effort."

Mr Tim Spengler, who was elevated to President of Initiative USA from Chief Activation Officer last February for taking the U.S. shop to new heights, was instrumental in Initiatives‘ turn around and growth. In addition to being centrally involved in the key reviews, he brought in new talent, including Kris Magel, EVP of national broadcast and Jason Meil, EVP and Managing Director of innovations.

The Journey Over the Years:

Back in 2004 and 2005, Initiative was at a low point. It seemed to lack both a clear positioning in the market and a leadership team with the vision to help the agency survive in a rapidly digitizing and viciously competitive media landscape. Those problems led to some client defections and new-business stagnation

Things began to change in 2006, when Interpublic hired Richard Beaven to run Initiative‘s U.S.operations. Mr. Beaven said the first thing he wanted to do upon taking over was to instill a heightened sense of leadership and a belief among agency personnel that "success could be achieved and that [Initiative] could be the center of the map in terms of the category we are in." The wins began to come, and Initiative gradually began to shore up its reputation as a bastion of smart marketing thinking.

Last year was not only a monumental one in terms of new business wins -- nearly $1.5 billion in billings -- but also a time when Initiative engineered some highly innovative print and digital campaigns and introduced a variety of new client offerings. Revenue increased 22% to more than $340 million, due in part to wins such as the $735 million Hyundai/Kia account, $150 million Dr Pepper Snapple Group and $400 million MillerCoors accounts.

Another big change for Initiative is the agency‘s digital practice which was barely on the map when Michael Hayes, exec VP managing director of digital, arrived four years ago. "Now we‘re one of the largest and fastest-growing digital shops in the U.S.," he said.

Bayer, which has partnered with Initiative for just about a decade, has significantly increased the agency‘s role over the years. Initiative began handling Bayer‘s media buying in 2000, when it acquired Botway Group, the company‘s longtime agency. Initiative was awarded the planning side of the business in 2007 after a review, and as recently as last month Bayer awarded all of its digital business to Initiative, which beat out WPP‘s Beyond Interactive, the incumbent, in a competitive pitch.

MUMBAI: Reliance Communications, India?s first operator to offer nationwide CDMA and GSM mobile services, today announced adding a record 3.38 million new customers during February 2009, on its next-generation wireless network. For the second consecutive month, Reliance Mobile has emerged as India?s largest and most preferred telecom operator in terms of new subscriber additions. Reliance Communications had announced the commercial launch of its nationwide GSM services in January 2009.

?The true barometer to gauge superiority of a product / service is customer receptiveness and response. We are glad to experience such an overwhelming response from millions of customers that has resulted in Reliance Mobile emerging as the largest selling mobile telephony brand in the country?, said Mr. S.P. Shukla, President ? Wireless Business, Reliance Communications. ?The continued acceleration in growth momentum makes us confident of further enhancing our leadership position and consistently emerge as India?s most preferred mobile service provider in the months to come?,he added.

Reliance Communications wireless network provides fully-Digital Voice and High Speed Data Services across 20,000 towns and 6 lakh villages across the country, covering over 95% of Indian population.

MUMBAI: Indian-American college student ANOOP DESAI has become a fan favorite in the latest season of American Idol. Websites devoted to the 22-year-old have sprung up and his fan base continues to grow each week.

The singer first came to the public?s attention when he auditioned for Idol in Kansas City. After delivering a pitch-perfect version of the Boys II Men ballad, ?Thank You?, judge Randy Jackson nicknamed the singer ?Anoop Dog?, a tag that has been embraced by fans.

Supporters have set up websites devoted to the singer, including one selling Anoop-related merchandise. At www.cafepress.com/noopdog, followers can buy t-shirts and buttons bearing the slogans ?Anoopdog Millionaire?, ?Yes We Anoop? and ?Noop Dog?.

Another fan has posted a tribute to the singer on YouTube. The two-minute clip (http://www.youtube.com/watch?v=es5EDO0G0hc) parodies the trailer for the Oscar-winning Slumdog Millionaire and incorporates scenes from American Idol.

Anoop Desai is only the second Indian-American singer to ever advance into American Idol?s Top 12. Season six contestant Sanjaya Malakar became one of the most talked-about singers in Idol history when he outlasted early favorites and finished in seventh place. In January, Sanjaya released an EP and autobiography, both of which share the title, Dancing to the Music in My Head.

Throughout the competition Anoop has constantly dodged elimination. Selected as one of Idol?s 36 finalists, he initially failed to

advance into the Top 12. However, the judges saw his potential and gave him a second chance to prove himself in the Wild Card Round.

After American Idol judge Simon Cowell announced that Matt Giraud was the last singer to qualify for the Top 12, it looked like Anoop?s Idol journey was finally over. In a surprise twist, though, Anoop was given a last-minute reprieve when Simon Cowell announced that for the first time ever, Idol would have a Top 13.

?It was like having all your dreams dashed and then, 10 seconds later, they?re alive again,? Anoop told reporters. ?It was definitely a genuine shock for me. Even though I happen to be the last one chosen, I?m just glad that I?m still here.?

An only child, Anoop grew up in Chapel Hill, North Carolina, with his father, a software designer, and mother, a biochemist. His father was born in India and his mother, also of Indian descent, emigrated from South Africa. Currently a student of cultural anthropology at University of North Carolina, Anoop was awarded a four-year academic scholarship.

Going forward, Anoop hopes to show his vocal range. ?I don?t want to typecast myself. I?m a contemporary R&B singer, but I?m not going to limit myself to those types of songs. I want to think of myself as an artist.?

Now in its eighth season, American Idol continues to top the ratings. The Jan 14 premiere episode on STAR WORLD attracted over 2.5 million viewers across Asia. In the Philippines, STAR WORLD dominates with both its ?live? Idol telecast and the primetime encores, making STAR WORLD the No.1 General Entertainment Cable channel across both timeslots.