Akshaya: Information Technology dissemination

Akshaya, the Information Technology dissemination project of the Government of Kerala,^[24] has Mammootty as the star campaigner.^[25] He formally took over as the Goodwill Ambassador of Akshaya project on February 26, 2006 at a video networked programme which was linked to all the district headquarters of the state.^[26] Mammootty will take up the responsibility of spearheading a campaign by appearing in print and visual media advertisements and other publicity materials that will send the message of Akshaya to the grassroots. He Explained:

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I am really happy to be associated with this unique project that promises to ring in wholesome change to the perceptions about Kerala as it seeks to make its presence felt in the digital era.[27]

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Mammootty is now appearing in a new role on television.^[28] He was seen giving tips on ways to master the computer keyboard or browse the internet.^[29]

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If we manage to reach the benefits of information technology to the entire population, we would be able to raise ourselves to the levels of a developed society. I understand that the Akshaya project has been launched with this objective. I am sure this unique project will go to make the State a fully empowered knowledge society.[27]

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Akshaya, Kerala’s mass computer literacy campaign which has bagged several awards, has roped in the multilingual star to popularize the programme.^[30] Now launching e-lite-literacy programme in Kerala with Mircosoft.