Cricketing legend Sachin Tendulkar and chess maestro Viswanathan Anand, along with many celebrities, have joined Reliance General Insurance's Twitter campaign against child labour, the company said on Tuesday.
"The company has partnered with Child Rights & You (CRY) to raise public awareness and help in the fight against child labour," the company said in a statement.
Sachin Tendulkar. Pic/ Nimesh Dave
It said a staggering 5.8 million children, in the age group of 5-17 years, are currently employed as child labourers in India, the highest incidence of child labour amongst all the South Asian countries.
Actress Soha Ali Khan, Mandira Bedi, and actor Kunal Khemu also joined the campaign.
Sachin tweeted: "Every child deserves to chase dreams. Let dreams be chased."
"Life is Like Chess. It changes with every move!," Anand tweeted.
Company's CEO Rakesh Jain said that they were committed to promoting safety for all children.
"In the urban set up, child labour has drastically increased by 53% in the last decade," said CRY's director Anita Bala Sharad.