On TV, we used the lead protagonists of serials to convey the importance of educating all children in India and to communicate the mechanics of participation through special messages, in-program integration, customized episodes etc.On radio, the radio jockeys backed Shiksha with mentions and special capsules. In print, we used the regular editorials formats to communicate Shiksha. At the retail outlet, the store became the voice of Shiksha through POS/pamphlets

We are educating 33000+ children; raised funds indexing 140 vs target; achieved a volume index of 106 vs target and a media ROI index of 2300 versus media investment