Skill India: Pitching Skills Against the Stars

Skill India, a government programme, launched three TVCs to encourage a change in Indians’ perceptions around the importance of enquiring skills to aid success.

Summary

India has a potential workforce of more than 500 million people but sadly, this workforce is largely unskilled and unemployable. The government decided to change this by launching Skill India; the world's most ambitious vocational training program. Skill India was launched with much fan-faring and the launch campaign carried the promise of employment.

After the initial enrolments, the numbers started dwindling. We were assigned the task of rectifying this slippage.

Through research we were able to identify the cultural impediment which was holding people back. Our audience put more faith on external forces than on their own abilities. They...

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