P&G Shiksha: Shiksha-Bittu

Dheeraj Sinha, Sneha Sadani

P&G India ran a campaign promoting its CSR programme Shiksha to grow purchase intent and brand awareness, and increase engagement and preference among consumers in the low-loyalty FMCG segment.

Campaign details

Brand: P&G ShikshaBrand owner: Procter & GambleAgency: Leo BurnettMarket: IndiaIndustries: Hair careMedia channels: Online video, Point-of-purchase, in-store, Social mediaBudget: 5 - 10 million

Executive summary

P&G helped India do good, one product at a time.

Consumers in 2019 were flirting with the new. Marketers were trying every formula to win them. P&G, on the other hand, offered everyday products that did good. A portion of every P&G purchase goes to building and supporting schools in remote areas through its CSR programme, Shiksha.

Key insight: People...

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