BITTU, THE 75-YEAR-OLD STUDENT

TitleBITTU, THE 75-YEAR-OLD STUDENT
BrandPROCTER AND GAMBLE
Product / ServiceP&G SHIKSHA
CategoryA05. Use of Original Composition
EntrantLEO BURNETT INDIA Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA
Production RED ICE FILMS Mumbai, INDIA

Credits

Name Company Position
Rajdeepak Das Leo Burnett India Chief Creative Officer and Managing Director
Saurabh Varma Leo Burnett India Chief Executive Officer
Rakesh Hinduja Leo Burnett Mumbai Chief Operating Officer
Dheeraj Sinha Leo Burnett India Chief Strategy Officer & Managing Director
Manasvi Abrol Leo Burnett India Creative Director
Himanish Ashar Leo Burnett India Creative Director
Srishti Bansal Leo Burnett India Copywriter
Rohan Mirgal Leo Burnett India Editor
Mayurakshi Banerjee Leo Burnett India Art Director
Vinod Perumbidi Leo Burnett India Art Director
Sachin Talekar Freelance Editor
Ashish Sharma Leo Burnett India Creative Director
Amit Mitkar Leo Burnett India Art Director
Abhimanyu Khedkar Leo Burnett India VP & Business Head
Deepak Bulchandani Leo Burnett India Brand Partner
Sneha Sadani Leo Burnett India Brand Strategy Associate
Robbie Grewal Red Ice Productions Director
Gary Grewal Red Ice Productions Executive Producer
Bonnie Chakraborty - Music Director
Vandana Singh Red Ice Productions Senior Producer
Karishma Kapoor Red Ice Productions Associate Producer
Ananya Pachauri Leo Burnett India Brand Servicing Associate
Tapas Roy - Musician

Why is this work relevant for for Music?

84 million children in India still don't have access to basic education. And a country of 1.2 billion Indians are not aware about it. So to tell the story of these children, we chose Baul music. An Indian form of folk music which has represented neglected communities since as early as the15th century. This music genre became the perfect fit, as we created a modern day folklore through the story of Bittu - an 80-year-old man who goes to school for the first time. That's because he waited his entire life for a school in his village.

Background

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. Giving these consumers a chance to change lives with a simple P&G purchase. As when they choose P&G products, proceeds from every sale go towards building and supporting schools in 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

Describe the creative idea

The heart-warming story of Bittu was crafted together with traditional Indian folk music - baul. Since as early as the 15th century, baul was the music that gave voice to the neglected, and the story of Bittu now represents a modern day folklore for the 84 million children deprived of basic education. Traditional baul instruments such as the Iktara, Dotara, Dupki were used to recreate this modern day folklore on education. The lyrics whisper the heart of an old man, and tell how he’s happy returning to his childhood again as he gets a chance to go to a school for the first time. The soul stirring music used for the film carries the influence of the remote areas of Bengal. It brings out the regional touch that a film set in a remote corner of India needed.

Describe the strategy

Our campaign aims to talk to the Tier 1 of India, inspiring them to add intent to their everyday purchase as when they buy P&G products, they support P&G Shiksha in making education accessible for millions of Indian children. We do this with a heart-warming story of a 80-year-old man school for the first time, which reflects the reality of millions of children in remote corners of India - who keep dreaming about quality education all their life. The campaign takes the emotional message of #DontLetDreamsWait to the people in cities, and communicates the impact their everyday purchase can, and has made to the lives of millions of children. Keeping the TIER 1 audience in mind, the film was launched on YouTube, OTT platforms such as Hotstar , WhatsApp along with Movie Theatres and other social channels of Shiksha. With the intent to gain maximum visibility.

Describe the execution

Shiksha is an annual campaign for P&G and it was live for two months – May and June. The campaign was planned for a 360-degree implementation with touch points across trade, media, influencers, trials and employee engagement. P&G Shiksha was the first CSR campaign to execute across the two largest e-commerce players – Flipkart and Amazon with 25 lakh worth free visibility gained for e-commerce media. Visibility for P&G Shiksha executed across 5500 general trade stores, 500 modern retail outlets and 400 defence canteens. In addition to this, a week long employee engagement activity was executed for all P&G employees.

Describe the outcome

The campaign garnered a reach of 150MM with 105MM views. 99% of the engagement for the campaign was positive with 71% conversation being around the campaigns core message -education access for all. P&G Shiksha's brand awareness reached 70% with this campaign and purchase intent uplift for the P&G brands averaged at 13% across brands. Brand association went up from 3 brands being recalled to 5 brands being recalled in the campaign. The video also saw a 2x completion rate vs. average long format videos. 50+ celebrities posted for P&G Shiksha pro-bono, with 3+ A list celebrities featuring in this list. 30MM impressions garnered through PR for P&G Shiksha.

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