P&G: Shiksha – Your everyday brand choices can educate the country

Sneha Kanukolanu

P&G, the consumer goods giant, reframed its existing education CSR programme in India to appeal to consumers who considered social issues when choosing brands.

Campaign details

Brand: ShikshaBrand owner: Procter & GambleLead agency: Leo Burnett, MumbaiContributing agencies: MediaCom, Chttrbox, MadisonCountry: IndiaIndustries: Toiletries & cosmetics (general), Cleaners & detergentsMedia channels: Direct marketing, Email marketing, Online display, Online video, Point-of-purchase, Word of mouth, advocacyBudget: 500k - 1 million

Executive summary

P&G is one of the largest and among the fastest-growing consumer goods companies in India. In its quest to keep up with consumers and their needs, P&G identified that today's evolved consumers expect brands to have a purpose, beyond profits.

P&G's CSR...

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