Mumbai: Indian cricket icon Sachin Tendulkar on Saturday strongly advocated promotion of education in the country, especially among the underprivileged children.

Taking time off his busy schedule, Tendulkar has been lending support to campaigns related to education, an issue which is close to his heart, and takes pride in promoting the cause.

"I did a telethon on a channel recently where I was live on TV for 12 hours to raise money for education of the underprivileged girls. We managed to raise enough money to build 140 schools - something I'm really proud of," Tendulkar said.

"We have collected a million books in a couple of years, but we believe the job is not yet complete. Possibly, we are not even half way mark. We are not looking to build schools here, but to ensure the underprivileged children have access to books," Tendulkar said.

"My daughter is interested in pursuing medicine. She wants to become like her mother (who is a doctor). If my kids are able to get benefit, why can't the underprivileged children. If I can contribute to it, why not?

"Education is the most important thing for children," said Tendulkar, who is also brand ambassador of Aviva Life Insurance Company.

Under the campaign, people can donate books by sending an SMS or through drop boxes kept at Aviva Life branches or by logging onto two websites ( and