MUMBAI–P&G Shiksha, the flagship CSR program of P&G India, today unveiled its new heart-warming film that highlights the story of Bittu, who at the age of 75 is realizing his dream of attending school. The film has been launched across social media platforms YouTube, Facebook, Instagram and Twitter.
The film signifies the dreams of children across India who wish to attend school and receive quality education. P&G Shiksha has been working towards improving access to quality education for underprivileged children since 2005. Till date, P&G Shiksha has built and supported more than 1800 schools which will impact the lives of more than 1.4 million children.
The film is inspired by a true story and highlights Bittu’s life at school. Having grown up in a village without schools, he had to wait until the age of 75 to attend one. Bittu’s story is a simple yet heart-warming instance of the dreams fulfilled by P&G Shiksha through its interventions.
Speaking about the new campaign, Abhishek Desai, Director – Marketing Operations, P&G India said, “Education is the foundation of an individual’s development and the society at large. The film highlights the simple joy of learning and attending a school that no child should miss. P&G India is extremely proud to be working towards this and helping millions of children in India fulfil their dream. We hope the film builds an emotional connect with the audience and inspires them to do their bit towards Shiksha.”
Added Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett South Asia, “P&G Shiksha is a brand with a soul, and it required a heartfelt HumanKind approach. Going to school is a dream that children have. Not just the learnings but the fun stays with us all our lives. However, unfortunately, this dream is not realised for everyone. The new campaign is inspired by a true story and we have humanised the campaign by capturing the hopes and aspirations of ‘Bittu’ and how he is living his dream of attending school at the age of 75. With this emotional and thought-provoking story, we hope this campaign strikes a chord with everyone.”
P&G Shiksha is working extensively towards improving the education infrastructure by providing necessary amenities from building classrooms to building toilets, providing clean drinking water to setting up drinking water stations and playgrounds across India. It is also working towards empowering marginalised girls through education by supporting the KGBV schools and improving learning outcomes in children through remedial learning and early childhood programs.
About P&G Shiksha:
Launched in 2005, P&G India’s flagship CSR program P&G Shiksha has focused on improving access to quality education in India. With support from consumers, P&G Shiksha, till date, has built and supported over 1800 schools that will impact the lives of over 1.4 million children. P&G in association with NGO partners like Round Table India (RTI), Save the Children (STC), Pratham, Education Initiatives and many more works towards building new schools, empowering marginalised girls through education and improving learning outcomes in children.
About Leo Burnett India:
Leo Burnett India is the no. 1 agency in Leo Burnett’s global network of 86 agencies. The agency is known for building India’s top brands based on its Humankind philosophy. Leo Burnett believes that “Insightful creativity has the power to change human behaviour”. Leo Burnett India is the first Indian agency to bring home a Cannes Lion for Innovation and Cannes Lions for Creative Effectiveness for an Indian brand. As a part of the Publicis Groupe, Leo Burnett believes in the Power of One – a platform that helps tell the brand’s narrative across platforms, seamlessly.
Credits:
Client Team: Abhishek Desai, Abhijit Aswath, Dhwani Thakkar, Shibani Shah, Ravi Chamoli, Somdutt Sarkar
Creative Agency: Leo Burnett
CEO Publicis Communications, South Asia – Saurabh Varma
MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha
MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das
COO, West: Rakesh Hinduja
Creative Director: Manasvi Abrol
Creative Team: Vinod Perumbidi, Amit Mithkar, Shrishti Bansal, Ashish Sharma
VP & Business Head: Abhimanyu Khedkar
Brand Partner: Deepak Bulchandani
Brand Strategy Associate: Sneha Sadani
Production Company: Red Ice Films
Director: Robbie Grewal
Music Director: Bonnie Chakraborty
Senior Producer: Gary Grewal
Associate Producer: Vandana Singh, Karishma Kapoor
