Top Story


Home >> Media - TV >> Article

P&G’s Shiksha enters second year; Raj TV, Sony, MAA TV continue as media partners

Font Size   16
P&G’s Shiksha enters second year; Raj TV, Sony, MAA TV continue as media partners

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.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by