Rediffusion has secured BIRD’s creative and media mandate with PlanetRead and IIT-Delhi. BIRD integrates Same Language Subtitling (SLS) in mainstream entertainment to promote daily reading for a billion Indians. The goal: Every Indian, A Fluent Reader.
BIRD, supported by Co-Impact, enhances literacy, language learning, and media access for Indians. It integrates Same Language Subtitling (SLS) into all entertainment videos in every Indian language. Viewers read subtitles matching the audio, making literacy part of their entertainment experience.
Same Language Subtitling (SLS) involves subtitling AV content in the same language as the audio, enabling viewers to read along with the dialogues and lyrics, enhancing reading skills and advancing literacy effectively.
Rediffusion will use its advertising and media prowess to promote BIRD’s literacy mission in India, creating impactful campaigns to emphasize literacy benefits and reach a broad audience. Through strategic initiatives, the agency aims to gather widespread support for BIRD’s vision of enhancing literacy rates across India.
Brij Kothari, Adjunct Professor at IIT-Delhi’s School of Public Policy who leads BIRD, stated, “India is the first country leveraging SLS on mainstream entertainment for literacy. Rediffusion’s creative prowess and strategic insights will be instrumental inestablishing this globally important innovation.”
Commenting on the partnership, Dr. Sandeep Goyal, Chairman of Rediffusion said, “We are honoured to be a part of this groundbreaking initiative. At Rediffusion, we are fully supportive of BIRD’s SLS initiatives and will work towards making Dr. Brij Kothari’s dream a reality.”
Asheesh Malhotra, Executive added, “The SLS initiative is a small intervention that will have a big societal impact, capable of transforming the lives of children (especially the girl child) and adults alike who are deprived of basic reading skills. At Rediffusion, we are helping shape a war cry narrative to reach out to media houses, central and state governments, on-ground agencies, and key people who will support the initiative and make the mission their own as well.”
Rediffusion will use its advertising and media prowess to promote BIRD’s literacy mission in India, creating impactful campaigns to emphasize literacy benefits and reach a broad audience. Through strategic initiatives, the agency aims to gather widespread support for BIRD’s vision of enhancing literacy rates across India.
