Farhan Akhtar’s MARD Launches ‘Chulein Aasman’ Song, Joins Google To Help Women Get Online

Google's digital literacy’ initiative campaign called ‘Helping Women Get Online’ (HWGO) has partnered with Farhan Akhtar’s MARD for the social campaign 'ReachForTheSky'

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Last November, search giant Google had launched a ‘digital literacy’ initiative campaign called ‘Helping Women Get Online’ (HWGO) in partnership with Intel, HUL and Axis Bank. The aim was to empower women in India with the help of the internet, where they could gain education, self esteem, self expression and be exposed to a world of new opportunities.

After a successful first phase that saw a rise in the number of women using the internet growing to 35 per cent as against 31 per cent by men, Google has now launched a social campaign in association with actor and director Farhan Akhtar’s initiative MARD (Men Against Rape and Discrimination).

The jointly promoted campaign called ‘ReachForTheSky’ will look to generate awareness around the need to get women online as well as encourage existing users to help get more women online, and spread awareness on ‘Gender Equality’ and ‘Women Empowerment’.

ReachForTheSky has started creating the buzz with “Chulein Aasman” song sung by Farhan Akhtar and singer-musician brother duo, Salim-Sulaiman. Chulein Aasman is about female emancipation, a song about freeing women from the roles that they have been coerced into playing for centuries. It highlights the importance of equal opportunity, possibilities and the impact it can have on women.

Uploaded on the official MARD YouTube channel, Chulein Aasman has crossed over 1.1 million views in the two days of being uploaded. The song is available for free download at the MARD website after you pledge to value gender equality and respect for women and spread gender awareness amongst your family, friends, local community and schools.

Popular Bollywood fraternity has also joined hands to support the initiative. Anushka Sharma, Priyanka Chopra, Neha Dhupia, Sunidhi Chauhan, Shruti Haasan, Ranveer Singh, Yuvraj Singh, among others, have taken the pledge to spread awareness on gender equality.

‘Helping Women Get Online’ (HWGO) has a website featuring stories of women who have found meaning in their lives due to the internet. It also provides content on the basics of internet as well as tips on childcare, cooking, financial and household, in Hindi and English languages.

Bollywood never fails to makes news in the country, be it in print, television, radio or digital. With the inclusion of Farhan Akhtar’s MARD, Google’s aim to empower women in India will get the much needed boost. And, hopefully fulfil Google’s aim to help 50 million women in the country go digital in a year.