Updated at: 1937 PST,  Wednesday, February 16, 2011 
Reliance Life Insurance has joined hands with the International Cricket  Council (ICC) and Room to Read - a global non-profit organization  committed to promoting literacy and gender equality in education, to  launch the 'Boundaries for Books' campaign.Reliance Life Insurance, in a first-of-its-kind initiative - 'Boundaries  for Books' - will contribute Rs. 25,000 for every six hit during the  ongoing ICC Cricket World Cup 2011. This donation will be made to Room  to Read, towards establishing libraries and providing local language and  English books to underserved children across India. Every single six  will ensure that at least 30 children get access to fully functional  libraries with books and trained teachers, thereby catalyzing a  long-term revolution amongst young minds that will lead the future of  India.Cricket fans and the public in general will have the opportunity to  contribute to this fight against illiteracy, through convenient payment  gateways, details of which will be announced shortly.The announcement, which builds on the ICC's partnership with Room to  Read that was unveiled last week, has received the support of a number  of high profile players. These include Sri Lanka's Angelo Mathews and  Australia's Shane Watson, who have become the first cricketers to become  global Room to Read Ambassadors, while the likes of Mahendra Singh  Dhoni, Sachin Tendulkar, Ricky Ponting and Dale Steyn have all recorded  promotional messages for the 'Boundaries for Books' campaign."Reliance Life Insurance is delighted to launch the 'Boundaries for  Books' campaign in association with ICC and Room to Read to hit  illiteracy for a six. Introducing the minds of disadvantaged young  children to the enchanting world of books and the learnings they will  get from that rare experience is a joy and privilege for us", said         Amitabh Jhunjhunwala, Vice-Chairman, Reliance Capital Ltd.
India captain, Mahendra Singh Dhoni, who along with the other 14 members  of India's ICC Cricket World Cup squad have recorded promotional  messages for Room to Read, added: "The 'Boundaries for Books' campaign  is an opportunity for all of India to get involved and bring their love  of their country and love of cricket together for the betterment of our  children. If every six I hit will allow children to access books and  libraries, then there is no better inspiration for me to play my best!"John Wood, Room to Read Founder and Board Chair, stated "It is a matter  of great pride that prominent organisations like Reliance Life Insurance  and the International Cricket Council are partnering with us to combat  the significant challenge of illiteracy. These organisations are  investing their resources in building awareness and making a change.  Room to Read is honoured to be a part of this campaign and looks to all  cricket fans to play a role in ensuring that the next generation can  build their futures on the foundations of a quality education."Australia all-rounder and Room to Read Ambassador, Shane Watson said, "I  am honoured to be associated with Room to Read and the 'Boundaries for  Books' campaign during this year's ICC Cricket World Cup 2011. I first  got into reading when I was about eighteen, and I now realise how  important it is for everybody to have the opportunity to have access to  books. Room to Read is making reading a reality for millions of children  - as they say 'World Change Starts with Educated Children'- and I am  committed to helping this organisation reach as many children as they  possibly can."Angelo Mathews, Sri Lanka all-rounder and Room to Read Ambassador said,  "From the time the tsunami hit Sri Lanka, Room to Read has been with our  children, ensuring quality education programs across the country. As an  ambassador of this cause, I ask each of you to get involved and do what  you can to make sure that the next generation is empowered with an  education."Reliance Big FM, with a special 'Hit illiteracy for a Six' segment, Big  Cinema, Big CBS and various other Reliance ADA Group platforms will be  used to reach across the masses. Prizes for top donors - such as  invitations to an exclusive Reliance event in Mumbai with cricketers and  other prominent personalities, signed memorabilia, photo opportunities  and other incentives - will help propel the cause.