Consumer goods major Hindustan Unilever (HUL) today said it has tied up with the

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Tata Group retail arm Star Bazaar to promote education among the underprivileged children.

HUL and Star Bazaar had conducted the 'India's Favourites' campaign last September and had created awareness about various social causes, including education of the underprivileged children, welfare of the blind children and supporting orphans.

The campaign this year started on August 29 and lasts till September 21 in 13 Star Bazaar stores across seven cities, HUL said in a statement here.

"One of the key endeavours as part of the Unilever's sustainable living plan is to motivate consumers to take the small achievable actions that add up to a big difference. The India's Favourites campaign helps us to further this cause of increasing the awareness among consumers and helping them to contribute to an important social cause," HUL chief executive officer Nitin Paranjpe said in the statement.

The initiative will offer consumers attractive discounts on specific HUL brands--Brooke Bond Red Label, Kissan, Knorr, Kwality Wall's, Clear, Dove, Vaseline, Axe, Surf and Vim.

"Five percent of the sales proceeds from of this consumer initiative will be donated to the Smile Foundation, Parikrma and Thozhamai, which work in the area of education for the underprivileged children," the release said.

Customer would also be given an opportunity to win a weekly grand prize by participating in the 'Vote for India's Favourite Brand' contest that will be run at the Star Bazaar stores.

"We believe that providing our customers opportunities to support good causes in a simple and meaningful way is the right approach. We are delighted to associate with HUL on the India's Favourites initiative. We had received encouraging feedback last year and do hope our customers continue to see value in such initiatives," Trent Hypermarket chief executive Jamshed Daboo said in the statement.

HUL and Star Baazar are committed to promoting this campaign every year and will seek to continuously increase consumer awareness on social issues, the statement said.