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P&G Shiksha shows learning has no age limits

The campaign #DontLetDreamsWait has been conceptualised and created by Leo Burnett

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MUMBAI: P&G Shiksha, the flagship CSR program of P&G India, has unveiled its new heart-warming film that highlights the story of Bittu, who at the age of 75 is realising his dream of attending school. The film has been launched across social media platforms YouTube, Facebook, Instagram, and Twitter.

Speaking about the new campaign, P&G India director – marketing operations Abhishek Desai said, “Education is the foundation of an individual’s development and the society at large. The film highlights the simple joy of learning and attending a school that no child should miss. P&G India is extremely proud to be working towards this and helping millions of children in India fulfill their dream. We hope the film builds an emotional connect with the audience and inspires them to do their bit towards Shiksha.”

Leo Burnett South Asia MD India and chief creative officer Rajdeepak Das added, “P&G Shiksha is a brand with a soul, and it required a heartfelt humankind approach. Going to school is a dream that children have. Not just the learnings but the fun stays with us all our lives. However, unfortunately, this dream is not realised for everyone. The new campaign is inspired by a true story and we have humanised the campaign by capturing the hopes and aspirations of ‘Bittu’ and how he is living his dream of attending school at the age of 75. With this emotional and thought-provoking story, we hope this campaign strikes a chord with everyone.”

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