P&G Shiksha Program helps elderly Bittu finish school
P&G Shiksha, the flagship CSR program of P&G India, today unveiled its new heart-warming film that highlights the story of Bittu, who at the age of 75 is realizing his dream of attending school. The film has been launched across social media platforms YouTube, Facebook, Instagram and Twitter.
The film signifies the dreams of children across India who wish to attend school and receive quality education. P&G Shiksha has been working towards improving access to quality education for underprivileged children since 2005. Till date, P&G Shiksha has built and supported more than 1800 schools which will impact the lives of more than 1.4 million children.
The film is inspired by a true story and highlights Bittu’s life at school. Having grown up in a village without schools, he had to wait until the age of 75 to attend one. Bittu’s story is a simple yet heart-warming instance of the dreams fulfilled by P&G Shiksha through its interventions.
Speaking about the new campaign, Abhishek Desai, Director – Marketing Operations, P&G India said, “Education is the foundation of an individual’s development and the society at large. The film highlights the simple joy of learning and attending a school that no child should miss. P&G India is extremely proud to be working towards this and helping millions of children in India fulfil their dream. We hope the film builds an emotional connect with the audience and inspires them to do their bit towards Shiksha.”
Added Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett South Asia, “P&G Shiksha is a brand with a soul, and it required a heartfelt humankind approach. Going to school is a dream that children have. Not just the learnings but the fun stays with us all our lives. However, unfortunately, this dream is not realised for everyone. The new campaign is inspired by a true story and we have humanised the campaign by capturing the hopes and aspirations of ‘Bittu’ and how he is living his dream of attending school at the age of 75. With this emotional and thought-provoking story, we hope this campaign strikes a chord with everyone.”
P&G Shiksha is working extensively towards improving the education infrastructure by providing necessary amenities from building classrooms to building toilets, providing clean drinking water to setting up drinking water stations and playgrounds across India. It is also working towards empowering marginalised girls through education by supporting the KGBV schools and improving learning outcomes in children through remedial learning and early childhood programs.