Write a short summary of what happens in the film

We wanted consumers to understand the importance of acting now - by letting them know that there are millions of dreams still waiting for an education. To do that, we were inspired by the true story of Bittu. In the film, we see Bittu as a student - answering questions in class, reading, writing, playing with his friends at the playground, and even an instance of him getting punished. All these moments which would otherwise seem so normal, weren’t. Because Bittu was a 75 year old man who waited all his life for a chance to go to school, as there was no school in his village earlier. The heart-warming story of Bittu was crafted together with traditional Indian folk music - baul. We turned an age-old medium of storytelling to recreate a modern day folklore to tell a story of millions of children deprived of basic education.

Cultural/Context information for the jury

P&G India’s CSR programme, P&G Shiksha has helped build and support 1800 schools which will impact the lives of 1.4 million children. But even with all that progress, there are still 13,500 Indian villages* without a school, and 84 million* children still dreaming for an education. So the challenge was to communicate to consumers about the importance of acting now and helping these millions of children with no access to education. It gives these consumers a chance to change lives with a simple purchase, as when they choose P&G products, proceeds from every sale go towards building and supporting schools in Indian villages that don’t have one. Source* (http://www.newindianexpress.com/thesundaystandard/2018/sep/16/13500-villages-in-india-dont-have-schools-1872440.html) Source* https://www.thehindu.com/opinion/op-ed/still-too-many-children-out-of-school/article24857149.ece