Lets hit illiteracy for a BIG SIX!

The company, part of Reliance Capital, has tied up with the International Cricket Council and a global non-profit organisation, Room to Read, to promote literacy and gender equality in education by contributing 25,000 for every six hit during the World Cup.

The initiative, christened 'Boundaries for Books', will make funds available to Room to Read for establishing libraries and providing local language and English books to disadvantaged children across India.

Reliance Big FM, with a special 'Hit illiteracy for a six' segment, Big Cinema, Big CBS and various other Reliance ADA Group platforms are also being used to popularise the campaign.

The public will also have the opportunity to contribute to this cause through convenient payment gateways, such as SMS, cheque or by logging on to the

 website:  www.facebook.com/RelianceLifeInsurance.