P&G Shiksha introduces the world to Appu – the boy who wants to go to school

Choose For Change

The campaign, Choose For Change, highlighting the right to quality education has been conceptualised and created by Leo Burnett India.

P&G India unveiled a new digital film for its flagship CSR program ‘P&G Shiksha’. The film has been launched across social media platforms YouTube, Facebook and Twitter. Now in its 14th year, P&G Shiksha continues to make critical infrastructure and learning interventions by building and supporting schools across the country thereby providing underprivileged children with access to education.

The new film portrays the heart-warming story of Appu, who wishes with all his heart of going to school. Unfortunately, there is no school in little Appu’s village. The film is the story of Appu’s anticipation of school and how his father deals with his impending disappointment.

Speaking about the new campaign for P&G Shiksha, Abhishek Desai, Director – Marketing Operations, P&G India said, “Educating a child is the first step towards transforming a society and at P&G we are extremely proud to be working towards it. Through this film, we want to make an emotional connection with people and enable them to contribute towards the education of underprivileged children.The heart-warming tale of little Appu reflects the real lives of many children in India. This story is a true reminder of the power of hope, and we are incredibly proud to be able to tell it.”

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Added Rajdeepak Das, MD & Chief Creative Officer, Leo Burnett, South Asia, “P&G Shiksha has been doing so much work for education across the country. It is no small feat to build and support 1500 schools that will make a difference to the lives of over 1.2 million Indian children. We wanted to tell our audience about this positive impact in an interesting way. Appu’s story represents all the children who want to study, but have no schools around them. This is a heartfelt, Humankind idea, and we are proud of this piece of work from Leo Burnett India.”

With the objective to holistically improve the lives of underprivileged children, P&G Shiksha is working extensively to provide necessary amenities from building classrooms to building toilets, providing clean drinking water to setting up drinking water stations and playgrounds across India.