Launched in 2004, Shiksha is P&G India’s Corporate Social Responsibility Program to help marginalised children access their right to education. Every time a consumer buys a large pack of P&G products from April to June, some of the proceeds go towards Shiksha.Our objective was to create and sustain awareness for Shiksha 2008. Our strategy was to drive consumer involvement via exciting influencer media events, leverage celebrity support to create impact and create exclusive media content and partner with leading media channels.We executed this using three phases. Launch – Two exciting celebrity media events with an interactive participative activity brought out the Shiksha message and editorial tie-up with India's leading news channels for televised episodes on Shiksha with key influencers.Sustain – Created history by developing India’s first 100-Year Time Capsule for a social cause. The Time Capsule contained 10 specially chosen pieces of educational memorabilia that was buried at P&G Corporate offices in the presence of the media.Closure – Grand cheque presentation ceremony with Bollywood celebrities and an interactive quiz.The campaign resulted in 15+ hours free branded airtime across National and Regional TV channels, 800+ key message led exposures across the country, 32 million Rupees (highest ever contribution generated), with 87,000+ children impacted.

Launch: (March) • Exciting media events (Mumbai & Chennai) with leading celebrity influencers to launch Shiksha 2008. Through an exciting participative activity, they brought to life the key message of Shiksha • Both these events were followed by national press & electronic media kit dissemination.• Also, initiated a never been done before exclusive media tie-up with India’ No 1 Leading Consumer News Channel – Aaj Tak for televised episodes on Shiksha with key influencersSustain: (June)• Created history by developing India’s First Ever 100-Year ‘Shiksha’ Time Capsule for a Social Cause that was buried at the P&G Plaza, Mumbai.• The Time Capsule contained 10 specially chosen educational memorabilia that represent what education means to us today.Closure: (Aug)• Leading celebrity influencers were present to support the education of children in India at the closure ceremony.

• Created an interactive ‘Shiksha Quiz’ for the media to highlight the fact that while so much is being done, there is still a long way to go for the project and the country.

• 15+ hrs Free branded airtime Across National and Regional TV channels• 800+ Key message led exposures across the country• 32 Million Rupees Highest ever contribution generated• 87,000+ Children impacted