P&G SHIKSHA

BRAND
P&G Shiksha

THEME
P&G Shiksha – The Big Unveil

OBJECTIVE
To celebrate the path breaking impact of P&G Shiksha Schools across India.

BACKGROUND
Shiksha is P&G’s flagship Corporate Social Responsibility Program in line with their global philanthropy program – Live, Learn & Thrive. Launched in 2005, Shiksha has till date helped about 600,000 underprivileged children access their right to education. Shiksha aims to build the educational future of India ‘Brick – by – Brick’ by addressing the need for better educational infrastructure and building the tangible asset of schools. The program has built & supported over 300 schools across India, in partnership with NGOs like Round Table India (RTI), Save the Children (STC), Army Wives Welfare Association (AWWA) and Navy Wives Welfare Association (NWWA), amongst others.

Since its inception, Shiksha has made donations towards helping children on the path to better education. This is a result of the support from the consumers who participate in the Shiksha movement by buying P&G brands for one quarter of the year, thus enabling P&G to contribute a part of the sales towards the cause.

Shiksha has evolved into the national consumer movement that it is today, with the invaluable support of our stakeholders amongst the media, influencers, employees and customer partners. Over the years, the program has received generous support from many thought leaders & celebrities such as actors Anupam Kher,

Sushmita Sen, Saif Ali Khan, Sharmila Tagore, R. Madhvan, Abhay Deol, Konkona Sen, Tabu and Soha Ali Khan; social activist Dr. Kiran Bedi; artist Jatin Das and many more.

EVENT
In its 10th year this time, Shiksha has become bigger and better. Shiskha planned to communicate this very impact, made by consumers and influencers through a culmination event. Held on the 25th of June, 2015 at High Street Phoenix, Lower Parel, opposite PVR, ‘The Big Unveil’ Event was a day long activity, where P&G Shiksha interacted with consumers on-ground followed by a media interaction where celebrity influencers such as the brilliant Anil Kapoor and the extremely versatile Kalki Koechlin. They revealed the latest numbers of 450 Shiksha schools built across India, wherein the lives of 8, 00,000 students is positively impacted through educational interventions. Together, the audience pledged to continue making a simple brand choice of buying P&G products and in turn making a huge difference to the lives of our future generation. The enthusiastic students interacted with Anil and Kalki, as they excitedly exchanged funny stories about their school days and danced to some foot tapping Bollywood songs. They also got the opportunity to learn a drama lesson from the talented Kalki and a couple of yoga aasans from the fitness conscious, Anil. The celebrities highlighted the importance of supporting underprivileged children through a simple act of kindness and applauded P&G Shiksha’s commendable feat.

OUTCOME
The event was a huge success. It garnered incredible coverage from the press, highlighting P&G’s motto of ‘Padhega India, Badhega India’. It drove across the strong message of improving the quality of education given to our children amongst consumers and celebrities, alike.