Although education is a right, for many it is still a privilege. Especially during the pandemic which has rendered millions of children unable to attend their classes. P&G Shiksha’s new campaign emphasizes the importance of children realizing their dreams through education and the value they hold to it.
The new campaign ‘Munni’ delves into the story of two sisters who appear to be peeking into a family’s house where a young girl is facing issues while attending online classes. Although the campaign has a cheerful and wholesome start, it is anything but. The campaign highlights the two parallel universes that children today reside in. On one hand you see a family arguing about their staycation and the implications imposing on their young daughter’s online classes that constantly seem to get interrupted and on the other, you’ve sisters like Munni and Vidya, living in remotes part of the country, dreaming of getting an education that could possibly change their lives.
The campaign tugs at your heartstrings and makes your ache for the two little sisters who dream of nothing but an education for a better standard of living and knowledge. Dreams that P&G Shiksha are trying to fulfill for many children like Munni and Vidya.
Speaking on the campaign, Girish Kalyanaraman, Vice President – Marketing Operations, P&G India said, “We know that education is essential for development of children and society’s growth at large. Education is critical, now more than ever, given the prolonged closure of schools and the impact on children due to the pandemic. During this challenging time, we upgraded P&G Shiksha with online education so that thousands of children could continue learning from home. We hope the film builds an emotional connect with the audience and inspires them to do their bit towards Shiksha.”
Conceptualized by Leo Burnett, Rajdeepak Das, MD India and Chief Creative Officer – South Asia, Leo Burnett, said “The lockdown pushed one part of India into online schooling overnight. We have seen when the internet is down, and the child loses even 5 mins of online class there is chaos in the house to get the class back online. And then there is another India where kids don’t have any hope of getting education because there is no school in their entire vicinity. This film portrays the contrast between both worlds in one frame. P&G Shiksha always gives us a canvas to tell a powerful HumanKind story to the world where they can act and bring about a change.”
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