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PV Sindhu joins EBG Foundation to champion child welfare and sports
Olympic medallist backs initiatives on education, grassroots sport and women’s empowerment in India
MUMBAI: Olympic medallist and Padma Shri awardee PV Sindhu has partnered with the EBG Foundation as its official ambassador, lending her voice and stature to initiatives focused on child welfare, grassroots sports and women’s empowerment in India.
The collaboration brings together Sindhu’s global sporting influence and the Foundation’s community-based programmes, with the aim of widening access to education, opportunity and financial independence for underserved groups.
The Foundation is already working across several states through grassroots interventions designed to address social challenges at the community level. With Sindhu on board, it hopes to strengthen its national outreach and accelerate programmes that aim to create lasting, measurable impact.
At the heart of the partnership are three flagship initiatives.
The first, Children for Life, centres on ensuring that children have access to education, healthcare and a safe environment. The programme has begun in Telangana and is designed to build support systems so that financial hardship does not prevent children from pursuing their ambitions.
“True success is meaningful only when it uplifts others,” Sindhu said while speaking about the association. “Partnering with EBG Foundation allows me to support causes that are deeply important to me, including children’s development, youth empowerment and women’s progress. Real change begins when opportunity reaches those who need it most.”
The second initiative, Champion, focuses on spotting and nurturing grassroots sporting talent. Through specialised coaching, better equipment and structured nutritional support, the programme aims to bridge the gap between raw ability and competitive success. Early programmes have already been launched in Telangana.
The third pillar, Naari Shakti, addresses the barriers that often disrupt women’s journeys towards financial independence. Introduced in December 2025, the programme provides monthly financial support of Rs 1,500 to help women pursue vocational training and income-generating opportunities.
EBG Group CEO and founder Irfan Khan, said Sindhu’s association reflects the organisation’s broader commitment to responsible growth.
“PV Sindhu represents discipline, resilience and excellence, values that align closely with our vision. Our goal is not only to expand our work but to build sustainable ecosystems that empower children, nurture sporting talent and enable women to lead with confidence and independence,” he said.
To support the campaign, the Foundation will release three 40-second films featuring Sindhu, each built around one of the social initiatives. The films highlight issues ranging from hunger’s impact on children’s learning to the lack of opportunity in grassroots sports and the challenges that interrupt girls’ education.
Together, the campaign seeks to turn awareness into action and reinforce a simple message: when opportunity is shared, progress multiplies.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
