Ola has launched a nationwide crowdfunding campaign to support India’s collective dream to increase the chances of winning Gold medals at major global sporting events like Olympics and Common Wealth games. The campaign aims to develop grassroots sporting talent and named #RoadToGold.
To kick-start this campaign, Ola has enabled its customers to contribute a sum of INR 1, per ride across the 110+ cities it operates in.
The funds collected by the campaign will utilize to identify promising talent from all over the country and mould them into champion athletes through state-of-the-art infrastructure, professional training from international coaches, complemented by extensive sports science facilities and a structured academic program. These future sporting stars will also benefit from support and guidance from Indian sporting legends such as Sourav Ganguly, Mahesh Bhupathi, Abhinav Bindra and Yogeshwar Dutt, amongst others.
The company has partnered with JSW Sports’ Institute in Bellary, Karnataka to play an active role in the training and coaching of young athletes at the facility. Ola and JSW Sports share a common vision to identify and nurture the latent sporting talent in grassroots India. By combining the widespread reach of Ola’s platform and JSW Sports’ expertise in developing sporting talent over the years, #RoadToGold is poised to catapult India’s medal-winning performances and increase the nation’s image as a champion performer. The campaign will also be bolstered by an awareness drive spearheaded by superstar Akshay Kumar, and the cast of the movie ‘Gold’.
Here’s how customers can start contributing:
Step 1: Once a ride is booked, customers will be able to see an option to contribute INR 1 on the ride-booking screen
Step 2: Upon clicking ‘see how,’ customers will be able to see detailed information about JSW Sports and how their contributions will be used
Step 3: The button at the bottom of the screen that says ‘Donate INR 1 on every ride’ enables the contributions
Step 4: Once accepted, customers will see their contribution towards the foundation in the ride details screen for every ride. Customers can choose to opt in and out at any point of time
Step 5: Alternatively, customers can activate contributions from the ‘Donations’ section, under Profiles in the global menu
Speaking on this initiative, Pallav Singh, Senior Vice President, Ola said “We are proud to introduce #RoadToGold, a nationwide initiative towards supporting exceptional sporting talent in the country. The right encouragement complements sports professionals’ immense talent to win accolades at a global stage and together with a small contribution of INR 1, we can strengthen India’s chances of winning Gold medals globally.” He further added “We are glad to partner with JSW Sports and Excel entertainment who have been staunch supporters of sports in India through infrastructure and entertainment. Together, we share the dream to identify high calibre talent and turn them into medal winning performers.”
Commenting on this initiative Mustafa Ghouse, CEO, JSW Sports, said “At JSW Sports, we have supported talented Indian sportspersons over the past few years and have seen the kind of impact that proper training and facilities can have on performances. Through our institute, we are attempting to take this initiative even wider by providing young talent across India access to world class infrastructure and sports science to help them realise their potential. We are proud to partner with a company like Ola to foster sporting talent and spearhead a generation of exceptional sportspersons.”