SHIKSHA UNLEARNING TO EDUCATE!

ClientPROCTER & GAMBLE
ProductA CSR INITIATIVE
EntrantMEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Type of EntryMobile
CategoryA03. Viral Mobile & Messaging
TitleSHIKSHA UNLEARNING TO EDUCATE!
Product/ServiceA CSR INITIATIVE
Entrant Company:MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Advertising Agency:MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA

Brief Explanation

Shiksha is P&G’s CSR initiative to build schools for children in rural India. Purpose: Generate awareness for Shiksha, build relevance and break consumer’s inertia towards buying Shiksha Packs We partnered with one of the largest news sites in India. Whenever a visitor clicked on any story, the news content appeared in gibberish. A message flashed ‘40% of children see words in this way’ creating impact and prompting users to support the cause by entering his mobile number News updates were then sent to his mobile, and the Shiksha messages was appended below the news Results 1. Sales up by 4% 2. Awareness shot up to 60%

Credits

Name Company Position
Rajiv Darshi Mediacom Communications India Business Director
Rahul Upadhyaya Mediacom Communications India Sr. Business Manager
Latish Nair Mediacom Communications India Sr. Business Director
Gaurav Virkar Mediacom Communications India Sr. Business Director