Close on the heels of bagging the Samsonite business, Contract Advertising has been assigned the creative business for Shell Foundation, the CSR initiative of oil major Royal Dutch Shell. The win comes in the wake of a multi-agency pitch, which saw seven agencies in the fray. The account size could not be ascertained at the time of filing this report.
Confirming the development, Umesh Shrikhande, CEO, Contract Advertising, said, “The Shell Foundation tackles global poverty and environmental challenges. They have embarked on a global initiative, with India as the lead country, designed to address indoor air pollution – the toxic smoke from people cooking on fires and traditional stoves that kills more than 1.5 million people globally every year. This initiative will save lives, improve livelihoods and reduce CO2 emissions. Contract is proud to be a part of something that is making such a tangible difference. Contract has had a long relationship with Shell, and we are delighted to be taking it forward into new, but equally important territory.”
It may be recalled that Contract Advertising also handles the Shell Lubricant and Retail business (Bangalore) in India.
The Shell Foundation, an independent charity endorsed by the Shell Group, invests in social causes supporting various NGOs and others to carry out projects reaching people across India. These programmes seek to leverage Shell’s convening power as well as business and sector understanding and place these at the service of communities.
The programmes undertaken by the Shell Foundation include household energy and livelihood services for rural poor communities, decentralised power production from bio-mass sources, small-scale energy services for marginalised urban and semi-urban communities, non-smoking cooking devices using biomass fuel and consumer financing systems for solar home devices.
These programmes reach out to people in several states across the country. In addition, the Shell Foundation has supported watershed development and village institutions in Udaipur district, Rajasthan, and organic cotton farming and fair trade practice in the Kutch district of Gujarat.