This program or company is going to collect a single rupee a day or Rs.360 a year per member (which are students mostly). Every student/member is going to get a 64K personalized smart card along with a number of associated merchandisers' offers designed for only CWO members.
All the members are going to get access to a event every month which is being arranged and executed by underprivileged/orphans/poor youth. All the events will be designed for the urban youth to make the event happening for them. That event will be a regular feature on a national youth channel. This is going to promote associated brands to get double mileage (on-air and off-air) on a very competitive cost.
So its a win-win situation for everyone associated with CWO.