MUMBAI: Paint manufacturer Goodlass Nerolac, which has a turnover of Rs 7.91 billion, has launched a social marketing initiative in association with a non-governmental organisation (NGO) for children, Akanksha.

The company has invited consumers to participate in an on-ground event 'Touch a Child's Life', which has already launched in Mumbai. It claims to provide consumers with a chance to make a difference to an underprivileged child's life.

Goodlass Nerolac manufactures a diversified range of products from architectural coatings for homes, offices, hospitals and hotels to sophisticated industrial coatings for most of the industries.

The company has set up 'Touch a Child's Life' camps at various spots in the city. Consumers taking part in the event can stamp a colour imprint of their palm on a large canvas and sign it with a marker at any of these camps. According to a press release, Goodlass Nerolac will donate Rs 2 to 'Akanksha' for every colour imprint they collect.

Special 'Touch a Child's Life' venues in Mumbai are at Churchgate Station, CST Station, Shivaji Park in Dadar, Joggers' Park in Bandra and Shiv Sagar at Juhu. On the first day of this campaign, celebrities such as models Katrina Kaif and Yana Gupta, singer Shaan and stars from the television serial Sanjivini visited the kiosk at Joggers' Park to stamp their palm imprint.

Today the banners from diverse locations were collaged at Shivaji Park to showcase the support for the cause of disadvantaged children and create awareness amongst people on their plight in the country.

Nerolac's ad agency Lodestar Media's national media director Nandini Dias says,"We finally got so many signatures that now we have created the longest canvas in India or possibly the world. The canvas is more than a kilometer long. We displayed the canvas at Shivaji Park today. It looked awesome. It had these coloured hands with signatures on a white canvas and the canvas went on and on. We needed around 89 boys to hold it up."

A bystander at the venue states, "I was so excited, I got it shot in a video camera. All kinds of celebrities, filmi and from the corporate world participated."

Speaking on the occasions, Goodlass Nerolac Paints managing director HM Bharuka says, "We are happy to collaborate with Akanksha for the cause of India's disadvantaged children. This association offers thousands of people an opportunity to do their share for the cause of neglected and unfortunate children. Even a small gesture from an individual can make a big difference to and empower a child's life."

The company plans to use this event to create interest and drive traffic to its dealer network of over 11,000 dealers across the country.

Akanksha Foundation is a 10-year-old, nonprofit organisation, which educates less privileged children from slum areas. The NGO has managed to create opportunities for over 1,500 children. These children study in 27 Akanksha centres, 20 in Mumbai and seven in Pune.