But again, our systemic limitations crept in on us. Inevitably, the focus of such endeavours seems to stay on those privileged enough to have access to digital means. What about the vast subcontinent of young minds outside that? How could we become more inclusive in our programming? How could our concepts of hygiene reach the families of, say, plantation workers? Or indeed, migrant labourers—whose lives are marked by flux? We cogitated and brainstormed, we went to NGOs, we plotted our paths doggedly, we went to schools beyond the pale of urbanity. When we started our journey, our reach was limited to 2,500 children. Today, we have reached 6 lakh schools across 14-15 states, where 40 million kids are studying. City, kasba, village…we have become the largest such campaign in India, reaching every part of this landmass. The idea is to touch every young life, nurture and take care of them, so that they grow up with a certain virtuous protocol instilled in them. There will come a time, we believe, that history will recall the value we managed to create by reaching out to a generation that was almost born imprisoned—and then co-evolving a set of tools that would set them free. All their sacrifices—of play with friends, of exploration and the outdoors—must bear fruit. And we learn with them.