P&G’s Shiksha, a corporate social responsibility project initiated last year for education of underprivileged children, kicks off its second edition with the same set of media partners – Sony TV, MAA TV and Raj TV.
Mandira Bedi will promote the project on ‘Deal Ya No Deal’ (Sony), Deepa Venkat on ‘Sharada’ (Raj TV), and the character Anusha on ‘Gruhalakshmi’ (MAA TV). A contribution will be made towards Shiksha for each large pack of a range of P&G brands sold in April, May and June 2006, and a minimum amount of Rs 1 crore has been pledged by P&G for the cause.
Speaking on the project, Sachin Gopal, Director, P&G India, said, “Last year, we saw tremendous support from customers, and a total of Rs 1.26 crore was handed over from the programme for education of underprivileged children. Increasing the number of touch points is a critical area of creating awareness and highlighting the importance of education of children.”
While the three channels will air 30-second spots and cases of Shiksha, there would also be in-serial placements where possible. Raj TV is also extending the socially relevant property through its weekly (Sundays) half hour show ‘Akadam Vikatam’ in May – four episodes of the show will focus on children’s education and P&G Shiksha.
B Shankar, VP – Sales and Marketing, Raj TV, said, “Raj TV’s association with education goes back six years to the time we started the Mudhalvan Awards – but that is an annual property recognising excellence. Shiksha is a larger, all-India canvas, aimed at making people aware that India has the largest number of uneducated children. To encourage people to send children to school and facilitate that, are humongous tasks. We look forward to associating with Shiksha for many more years, and supporting it in every way possible.”
In addition to ‘Sharada’ and the weekly show ‘Akadam Vikadam’ (in May), Raj TV will also take two celebrities to Shiksha projects in Tamil Nadu, and telecast the same on Tamil New Year’s day, April 14.