P&G Shiksha: Shiksha-Bittu

P&G India ran a campaign promoting its CSR programme Shiksha to grow purchase intent and brand awareness, and increase engagement and preference among consumers in the low-loyalty FMCG segment.

Campaign details

Brand: P&G Shiksha Brand owner: Procter & Gamble Agency: Leo Burnett Market: India Industries: Hair care Media channels: Online video, Point-of-purchase, in-store, Social media Budget: 5 - 10 million

Executive summary

P&G helped India do good, one product at a time.