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...