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 & Gamble
Agency: MediaCom India
Brand: Shiksha
Campaign duration: Over 3 years
Country: India
Media budget (USD): Up to $500k
Channels used: Cinema, Internet - display, Newspapers, Print - general, unspecified, Radio, Television

Executive summary

Kjdjldjslkjdljdlajdslajdlajdlajdlajdlakdcnjdcnjdcnujecndkdheydghsdsjkajksjhdakdsh…. djdhdhgfedjdgjedkwqjdwkasmdlamlasmllk%%%^ 7oifoeiperirpiepwirepwirpipirpripiprirpripreipoipoi

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