New P&G Shiksha film highlights importance of education for disadvantaged children
P&G Shiksha recently unveiled their heartwarming new film that highlights the story of sisters Munni and Vidya as they fulfill their dreams of going to school and receiving an education. The film was launched on social media platforms YouTube, Facebook, Instagram and Twitter.
P&G Shiksha focuses on access for disadvantaged children to holistic education. The prolonged closure of schools due to the pandemic has raised growing concern for learning and the continuity of education, especially for disadvantaged children. Over the past year, P&G Shiksha has provided online education to over 50,000 underprivileged children. To date, P&G Shiksha has built and supported over 2,300 schools that will impact the lives of over 20 lakhs.
The film, inspired by real events, presents two parallel worlds that surround us – one where the slightest disruption in online education is a big concern and the other world where children still dream of going to school. school in remote areas of the country. The story of Munni and Vidya is a simple yet heartwarming example of the dreams P&G Shiksha fulfilled through his interventions. The film P&G Shiksha was conceptualized and created by Leo Burnett.
Commenting on the new film, Girish Kalyanaraman, Vice President of Marketing Operations at P&G India, said: “We know that education is essential for the development of children and the growth of society in general. Education is more essential than ever, given the prolonged closures of schools and the impact of the pandemic on children. During this difficult time, we upgraded P&G Shiksha with online education so that thousands of children can continue to learn at home. We hope the film creates an emotional connection with audiences and inspires them to do their part towards Shiksha. “
Rajdeepak Das, MD India and Creative Director – South Asia, Leo Burnett, said: “The lockdown has caused part of India to take online classes overnight. We have seen that when the internet is down and the child even loses 5 minutes of online lessons, there is chaos in the house to get the lesson back online. And then there is another India where the children have no hope of going to school because there is no school in their whole neighborhood. This film depicts the contrast between the two worlds in a frame. P&G Shiksha always gives us a canvas to tell a powerful story of HumanKind to the world where they can take action and effect change. ”
Since its inception in 2005, P&G Shiksha has focused on improving access to holistic education for underprivileged children. P&G partners with leading NGOs and partners who act as specialists, bringing their expertise to specific aspects of the education system. For example, Educational Initiatives has expertise in computer assisted learning software to improve learning levels in children and has been a critical partner for P&G Shiksha in reaching disadvantaged children through online education over the course of the last year. Likewise, the NGO Round Table India is dedicated to building educational infrastructure and supporting schools across India. Pratham has unique remedial learning expertise to help children become familiar with learning levels in accordance with their curriculum.
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