|Brand||SALAAM BOMBAY FOUNDATION|
|Product / Service||EDUCATION OF UNDERPRIVILEGED GIRLS|
|Category||A01. Use of Promotional Events & Stunts|
|Entrant||FCBULKA GROUP Mumbai, INDIA|
|Entrant Company||FCBULKA GROUP Mumbai, INDIA|
|Advertising Agency||FCBULKA GROUP Mumbai, INDIA|
|Satbir Singh||FCBULKA ADVERTISING PRIVATE LIMITED||Chief Creative Officer|
|Deven Mankame||FCBULKA ADVERTISING PRIVATE LIMITED||Creative Director|
|Donovan Dsouza||FCBULKA ADVERTISING PRIVATE LIMITED||Creative Director|
|Haresh Moorjani||FCBULKA ADVERTISING PRIVATE LIMITED||Executive Creative Director|
|Akanksha Toshniwal||FCBULKA ADVERTISING PRIVATE LIMITED||Senior Copywriter|
|Rajdatta Ranade||FCBULKA ADVERTISING PRIVATE LIMITED||Associate Creative Director|
|Savita Mathai||FCBULKA ADVERTISING PRIVATE LIMITED||Account Director|
|Suraj Wanvari||Milestone Films||Director|
|Sukirth Rao||FCB Ulka||Films Executive|
The activity was a stunt promoting the importance of educating a young girl. We sent little girls for legitimate interviews to top corporate houses making them messengers of their own cause.
- The brief was to attract corporate donations towards the cause of educating a girl child. Many girls in India are not given equal opportunities at building their lives. The problem is more severe in case of underprivileged girls, especially since education requires significant financing. A fact which is evident in the disproportionate male-female ratio in the workplace. - Designing an unconventional donation drive to make corporates realise that they can significantly influence a girl's future.
- We collected funds to educate over 200 girls in just a month. The campaign is gathering momentum and we are in the process of reaching out to various other organizations. - The campaign made the targeted corporate houses realise that number of women in the workplace is slowly declining. And if they did not support these girls, they may not have any women candidates tomorrow.
- We started with hiring a recruitment agency. Then we created resumes based on their dreams and aspirations and sent out to corporations. Once interviews were set up, we sent our young candidates to face interviewers at various offices. The interviewers went in expecting legitimate candidates but were absolutely surprised to find little girls. The campaign started the day we got our first interview call. The actual activity, however, lasted only half an hour (typical interview time). The activity was spread over a month and is still going on. - The campaign panned out exactly as we planned it.