Procter & Gamble Shiksha: Unlearning to educate

Gaurav Virkar, Apeksha Wallia, Hemen Desai, Avinash Pillai, Rahul Upadhyaya, Rajiv Darshi, Natasha Kapoor

In 2005, P&G launched its corporate social responsibility initiative, Shiksha (Hindi for 'education'), to educate children in rural India.

Procter & Gamble Shiksha: Unlearning to educate

Gaurav Virkar, Apeksha Wallia, Hemen Desai, Avinash Pillai, Rahul Upadhyaya, Rajiv Darshi and Natasha Kapoor MediaCom India

Campaign details

Brand owner: Procter & GambleAgency: MediaCom IndiaBrand: ShikshaCampaign duration: Over 3 yearsCountry: IndiaMedia budget (USD): Up to $500kChannels used: Cinema, Internet - display, Newspapers, Print - general, unspecified, Radio, Television

Executive summary

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This isn't a mistake. This is how the millions of uneducated children in the villages of India interpret words and letters: pure gibberish.

In 2005, P&G launched...

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