How P&G Shiksha is making 75-year-old Bittu's dream of attending school come true

Under the brand's flagship CSR programme Shiksha, P&G has launched the film #DontLetDreamsWait conceptualised and created by Leo Burnett

BuzzInContent Bureau
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P&G Shiksha, the flagship CSR programme of P&G India, has unveiled its new heart-warming film #DontLetDreamsWait 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.

The film signifies the dreams of children across India who wish to attend school and receive quality education. P&G Shiksha has been working towards improving access to quality education for underprivileged children since 2005. To date, P&G Shiksha has built and supported more than 1,800 schools that will affect the lives of more than 1.4 million children.

The film is inspired by a true story and highlights Bittu’s life at school. Having grown up in a village without schools, he had to wait until the age of 75 to attend one. Bittu’s story is a simple yet heart-warming instance of the dreams fulfilled by P&G Shiksha through its interventions.

Speaking about the campaign, Abhishek Desai, Director, Marketing Operations, P&G India, 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 fulfil their dream. We hope the film builds an emotional connect with the audience and inspires them to do their bit towards Shiksha.”

Rajdeepak Das

Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett South Asia, said, “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.”

P&G Shiksha is working extensively towards improving the education infrastructure by providing necessary amenities from building classrooms to building toilets, providing clean drinking water to set up drinking water stations and playgrounds across India. It is also working towards empowering marginalised girls through education by supporting the KGBV schools and improving learning outcomes in children through remedial learning and early childhood programmes.

The Film:

P&G Shiksha 75-year-old Bittu