MUMBAI: In order to reaffirm its commitment towards improving the quality of education, P&G India has unveiled a beautiful new digital film for its flagship CSR program ‘P&G Shiksha’. 

The new film portrays the heart-warming story of Appu, who wishes with all his heart to go 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. Leo Burnett India has conceptualised and created this campaign.

P&G India director of marketing operations Abhishek Desai says, “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.”

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.

In India, many children do not have access to quality education because of the absence of schools or infrastructure. P&G Shiksha has built and supported over 1500 schools which will impact the lives of more than 1.2 million children.

Leo Burnett South Asia managing director for India and chief creative officer Rajdeepak Das adds, “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.