The {{NDTV - Coca-Cola}} partnership which launched the {{‘Support My School’}} campaign on 18 September 2011, was encouraged further by the Rotary Club, in which Jeweller & Rotary District Governor (2003-03) - {{Ajay Kala}} handed over a cheque of Rs. 8, 50,000 to ace cricketer {{Sachin Tendulkar}}.%% ‘Support My School’ campaign attempts to create Awareness on Water and Sanitation, Environment and Healthy Active Living in India. Rotary joined the campaign to the next level with - a 12-hour LIVE Telethon from 9 AM to 9 PM to raise funds for Water, Sanitation, library and sports facilities for schools across India particularly in villages.%% Saying that this is only the beginning, Ajay Kala said that as per the MOU, Rotary Dist. 3050 will contribute Rs. 8.50 Lac and remaining Rs. 76.50 Lac will be matched by CAF for 17 schools in RID-3050.%% Campaign Ambassador Sachin Tendulkar added “This campaign is very close to my heart because we all know how important it is to support education and provide a proper platform. It is disappointing, though a reality, to see that girls don’t get to school in rural areas because of lack of facilities.”%%