Monday, 24/10/11

MediaCom India wins silver at the Yahoo Big Chair Awards

The P&G digital campaign for the CSR initiative, Shiksha won Silver in the Best Use of Display Advertising category.

MediaCom India wins silver at the Yahoo Big Chair Awards

The P&G digital campaign for the CSR initiative, Shiksha, won yet another award at the Yahoo Big Chair Awards held on October 19, 2011: a Silver award  in the Best Use of Display Advertising category.

Shiksha is P&G's CSR initiative to build schools for children in rural India. Part profits from sale of every big pack are given to Shiksha.

The task for the campaign was to generate disruptive awareness for the Shiksha project, build relevance and break consumer's inertia towards buying these special packs. The target audience was the affluent urban Indian, who is well-educated and tech savvy; but quite removed from the experience of being uneducated.

We distorted the content on the homepages of key websites, such that it read like gibberish - and put this audience into a situation where they got a real sense of what it can feel like to be uneducated.

Both sales and awareness went up, and today over 40 schools are being supported through this initiative.

Yahoo! Big Idea Chair Awards is an award for outstanding work in the online creative and media community.