Campaign details

Brand: Shiksha
Brand owner: Procter & Gamble
Lead agency: Leo Burnett, Mumbai
Contributing agencies: MediaCom, Chttrbox, Madison
Country: India
Industries: Toiletries & cosmetics (general), Cleaners & detergents
Media channels: Direct marketing, Email marketing, Online display, Online video, Point-of-purchase, Word of mouth, advocacy
Budget: 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 program, P&G Shiksha, has built and supported over 1,500 schools that impact the lives of 1.2 million children. With the changing consumer context, P&G sensed a need for Shiksha to evolve further. It needed to continue to drive product consideration but in a way that would also emotionally engage with the audience.