P&G India has launched a digital film for its flagship CSR program that promotes education. The film has been launched across social media platforms YouTube, Facebook and Twitter.
It portrays the story of Appu, who wishes with all his heart to go to school. Unfortunately, there is no school in little Appu’s village. The film is the story of Appu’s anticipation of school and how his father deals with his impending disappointment. In India, many children do not have access to quality education because of the absence of schools or infrastructure.
Abhishek Desai, director – marketing operations, P&G India said, “Through this film, we want to make an emotional connection with people and enable them to contribute towards the education of underprivileged children. The heart-warming tale of little Appu reflects the real lives of many children in India. This story is a true reminder of the power of hope, and we are incredibly proud to be able to tell it.”
Rajdeepak Das, MD – India and chief creative officer, Leo Burnett, South Asia, “It is no small feat to build and support 1,500 schools that will make a difference to the lives of over 1.2 million Indian children. We wanted to tell our audience about this positive impact in an interesting way. Appu’s story represents all the children who want to study, but have no schools around them.”
Brand: P&G Shiksha
Creative agency: Leo Burnett India
Creative director: Manasvi Abrol
Creative team: Abhisek Patnaik, Ashish Gautam, Nikhil Lotankar, Nitin Menon, Peter C Joseph, Sagar Parab
Business head: Abhimanyu Khedkar
Brand strategy director: Sushrita Mukherjee
Producer (Leo Burnett India): Falgun Busa
Production house: Red Ice Films
Director: Robbie Grewal and Gary Grewal
Executive producer: Vandana Singh
Producer: Priyank Misra