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Mr TR Ramachandran, CEO and MD, Aviva-India, talks about the strategy and concept behind the book donation drive. He says that Aviva believes that "Education is Insurance" for a better future. The Aviva Great Wall of Education is part of their Corporate Social Responsibility Programme--"Street to School". It is to bring the street children and slum children to education. Aviva has projects focussed on education and development of under pre-villaged children with the NGO's-CRY and Save the Children.The Aviva Great Wall of Education was launched in 2009. The book donation drive in 2010 had a great overwhelming response from the people of Delhi, Mumbai , Kolkatta and Chennai. It has collected more than a million books to help 500,000 children. Aviva Great Wall has partnered with multiple NGOs across the country like, Sarva Shiksha Abhiyan in West Bengal and Maharashtra, Save the Children and SOS Children's villages. The books once collected will be sorted in each state and handed over to the NGO partners for setting up libraries and learning corners. The non-relevant books will be recycled into fresh notebooks for the children . The Aviva Great Wall of Education has been featured in teh Limca Book of Records 2011 as a huge wall of books in its debut year. Sachin Tendulkar is the brand ambassador and he features in the television campaign.. The website www.educationisinsurance.com gives out all the information about the Wall and the campaign is being promoted on the social media platform through Facebook and Twitter pages.. The partnership with The Times of India has helped the Aviva Great Wall of Education to reach out to people across the country.

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