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...