Thums Up Rural Games to Open April 28

Unleashing an action packed season of fun and joy, Hindustan Coca-Cola Southern Region announced the launch of the second edition of Thums Up Rural Games beginning April 28 covering 20 centres in 14 districts of Andhra Pradesh and a mega-plan to extend the Games beyond the state to Karnataka and Maharashtra from this year.

Curtains will rise for the the 40-day extravaganza with the formal lighting of the Games torch at the Lal Bahadur Stadium in Hyderabad on April 28. The Games will unfurl in 19 more centres spreading up to four days in a centre where rural energy will vie for honours in various ethnic and traditional games like kabbadi, khokho, sack-carrying race etc.. The two-leg Games will see the victorious from the district level contesting at the state level in the final leg.

The logo of the Games and the trophies for the state winners of the Kabbadi (men) and Khokho (women) were unveiled at a press conference in Hyderabad on April 25.

Enthralled by the Rural Games 2006 experience, Hindustan Coca-Cola along with its partner Consortium of Indian Farmers Association (CIFA) is taking the experience of the Games a few leaps further this year by organizing health and eye-test camps, information kiosks on agriculture, health awareness and self help groups through a unique private-public participation. Governmental and non-governmental agencies such as the Indian Red Cross, Department of Agriculture, Department of Health & Family Welfare, and Velugu (Department of Self Help Groups) are pitching in with facilities to provide information useful to the farming and rural communities from the Games venue.

Announcing the schedule of the Games Deepak Kaul, Southern Region Vice President said, “The first edition of the Thums Up Rural Games proved to be a learning ground for us wherein we came closer to the communities and learnt many new things in the process. We believe that the objectives of Rural Games would be fulfilled only if this initiative is sustained over a long term and are therefore privileged to renew our association with CIFA. Our significantly expanded association is a reaffirmation of the company’s commitment towards rural communities.”

Mr. P. Chengal Reddy, Secretary General of CIFA said, “This is an innovative exercise to explore new benchmarks for public-private partnerships that go beyond the conventional business relationships. We are delighted to join hands with Hindustan Coca-Cola in this initiative which has now become part of the company’s corporate citizenship programme and is the only example of its kind anywhere in the country”.

Ms. Malini Reddy, Arjuna award winner and former women’s volleyball captain of Indian team who thrice represented India in Olympics Games said, “Coca-Cola is doing a right thing by creating an opportunity for the rural masses to participate and experience the fun of Sport and Games in their villages.” She wished the Games all success.

 RURAL GAMES 2006