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BMW Group India has strengthened its commitment to society through its corporate citizenship programme in partnership with Magic Bus, an Indian non-profit organisation.
BMW Group India started the programme 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' programme 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 programme uses a structured activity-based curriculum delivered by mentors to bring about positive and long-lasting changes in children's lives.
Philipp von Sahr, President, BMW Group India, said, "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."
BMW's commitment for the Magic Bus programme 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.
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!”
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.