MUMBAI: When the floods washed away crops, Zee 24 Taas stepped in to save futures. Maharashtra’s most trusted news channel has launched a powerful campaign, Fakt Ladh Mhana, to ensure that children of flood-affected farmers in Marathwada don’t lose their right to education.
The recent floods devastated the region, destroying acres of soybean and cotton crops and crippling families’ ability to pay for rent, mess, or tuition fees. For hundreds of students studying in cities like Pune and Mumbai, the tragedy threatened to cut short their education and with it, their dreams of lifting their families out of poverty.
Recognising the gap, Zee 24 Taas created a transparent, direct-aid model: the campaign shares the personal journeys of over 400 identified students, broadcasting their stories in prime time along with their bank and Google Pay details live on air. This allows viewers to contribute directly, ensuring every rupee reaches the student without delay.
The impact was immediate. Within just three hours of their stories airing, students Mahesh Jadhav (Nanded) and Mahesh Mate (Beed) received nearly Rs 50,000 each from generous viewers. The funds covered their urgent rent, food, and education expenses, with both pledging to help fellow students if donations exceeded their needs.
“Education is the strongest weapon of empowerment,” said Zee 24 Taas editor Kamlesh Sutar. “Through Fakt Ladh Mhana, we are not only reporting hardships but creating solutions by connecting citizens directly with students.”*
Echoing the vision, ZMCL CEO Karan Abhishek Singh added, “Our role as media goes beyond reporting. With this campaign, journalism becomes a bridge of hope, mobilising communities for real change.”
By spotlighting two to three fresh cases daily, Fakt Ladh Mhana is designed as a sustained movement, a rallying cry to citizens across Maharashtra to stand up for education.
Because when young minds are safeguarded today, a resilient tomorrow is built for all.
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