Shiksha: Building schools, building India
Apeksha WalliaMediacom Communication
Campaign details
Brand owner: Procter & GambleAgency: Mediacom CommunicationBrand: ShikshaCountry: IndiaIndustry: Charities and voluntary organisationsMedia budget (USD): $1 - $3 millionChannels used: Branded content, Cinema, Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Newspapers, Online video, Radio, Social media, Television
Executive summary
Indian consumers were growing fatigued with the the number of cause-oriented initiatives launched by brands. Against this backdrop, the key challenge for Shiksha, Procter and Gamble's eight-year-old corporate social responsibility program...