The Akanksha Foundation: How a brand got celebrities to work for it for free

This case study shows how Akanksha, an education-based NGO, set out to combat India's problems with illiteracy and get a non-altruistic society to lend a hand, with a social media campaign and zero budget.

The Akanksha Foundation: How a brand got celebrities to work for it for free

Aparna Jain and Hitesh Patel

Campaign details

Brand owner: The Akanksha FoundationLead agency: Ogilvy & Mather MumbaiBrand: The Akanksha FoundationCountry: IndiaIndustry Charities and voluntary organisationsChannels used: Earned media, buzz, Online video, Social mediaMedia budget: Up to 500k

Executive summary

Akanksha, an education-based NGO limited by the poor quantity and quality of teachers, set out to combat India's problems with illiteracy and get a non-altruistic society to lend a hand (India ranks rather low...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands