Short List
Product / ServiceHELP DESK
CategoryA04. Ambient/Alternative Media
Entrant Company DDB MUDRA GROUP Mumbai, INDIA
Advertising Agency DDB MUDRA GROUP Mumbai, INDIA


Name Company Position
Amrut Satavalekar Ddb Mudra Group Films Executive
Amey Mone Ddb Mudra Group Copywriter
Rithwick Raghunath Ddb Mudra Group Associate Creative Director
Kashyap Joshi Ddb Mudra Group Associate Creative Director
Siddhesh Telang Ddb Mudra Group Associate Creative Director
Sanuree Gomes Ddb Mudra Group Art Director
Hanoz Mogrelia Ddb Mudra Group Group Creative Director
Louella Rebello Ddb Mudra Group Executive Creative Director
Sonal Dabral Ddb Mudra Group Chairman/Chief Creative Officer

The Brief

Target audience –School children in rural India. Strategy - Most schools in rural India lack basic facilities. Students don’t even have desks to write upon. They have to sit hunched on the floor for hours. This gives them bad posture, poor eyesight and bad handwriting. NGO Arambh wanted an easy and economical solution that would improve the quality of education in rural schools.

Creative Execution

Strength and originality – Our strength was our unique design. Made out of discarded cartons, it was economical, ecological, portable and most of all useful for children in rural schools. And it cost less than twenty cents per piece. It was most appropriate for the NGO Aarambh, because it was cost-effective and hence sustainable. It was easy for us to get corporates and retail outlets involved in this project. With their support, we could reach children in hundreds of rural schools.

Describe the creative solution to the brief/objective.

We needed to come up with a solution that was effective and economical. First, we decided to use discarded cartons for raw material. For this, we approached corporate houses and retail outlets. Using these, we then created Help Desk – a folding desk that could also be used as a bag. We distributed Help Desks to several rural schools. This helped the children of these schools study with ease. It also helped them carry books on their long walks to school. Most importantly, Help Desk played an important role in improving the quality of education in rural India. And it cost less than twenty cents per piece.


We distributed Help Desks in over 600 schools in villages. Now, around 10,000 kids in rural India write with ease. They study more comfortably and cheerfully. It is also easy for them to walk to school as it helps them carry their books. Also, there has been a significant increase in the number of children attending schools regularly. With a desk under their laps, a bag over their shoulders, life at school is a lot more fun.