New Delhi: May 14, 2003
Mrs. Shashikala, of Red Hill, Hyderabad, was today announced as the First National Winner of Shiksha – the P&G-MAA TV joint educational initiative, and presented Rs. 2 lakhs worth Graduation Fees towards her son Rahul’s graduation, by Leading Actress Jayasudha and Mr. R. Malhotra (Country Marketing Manager, P&G). Shiksha is a special joint promotion by Procter & Gamble and MAA TV, to facilitate education of children in India. On purchase of any P&G product; Vicks, Whisper, Ariel, Tide, Head & Shoulders or Pantene, a mother can win either Rs. 2 lakhs towards Graduate Education Fee of one child (23 such Prizes), or Rs. 5,000 towards Next Year's Tuition Fee for one child (96 such Prizes) and a number of other Consolation Prizes, all courtesy P&G. Everyday, Rs. 2,25,000 worth of prizes would continue to be announced between 9pm – 9:30pm on Todi Kodallu on MAA TV until 12th June’ 03, totaling to Rs. 5 million+ dedicated by P&G towards the Shiksha prizes. All Shiksha prizes can be gifted and are transferable, in case the winner is not a parent or if the child is above 21 years.
Mrs. Shashikala’s son, S. Rahul has just completed his 10th Standard exams and is awaiting the results. Rahul’s favorite subject is Physics and he dreams of becoming a scientist like Abdul Kalam. A visibly proud Mrs. Shashikala said, “I feel great! Good education is of utmost concern to us mothers, as it secures the child’s future and moulds him into a good citizen. All I did was buy a pack of Ariel and it had the lucky number on the pack, which helped Rahul win his graduation fees. My heart is full of praise for P&G, as it has paved way for Rahul to achieve his dream and be the best that he can. With this additional financial support, I hope Rahul can also study up to Post-Graduate level and hopefully do his M.S. in the USA.”
Under Shiksha, consumers can buy any stickered P&G Products: Vicks, Whisper, Ariel, Tide, Head & Shoulders and Pantene, which will carry a Scratch Coupon with a unique Number. Lucky Numbers on the Scratch Coupon will be announced daily from Consumers with a Lucky Number will then have to answer a question on a Competition Postcard, include their Contact Details and Scratch Card Number, and send the same to, “P.O. Box No: 734, S.P. College Post Office, Pune 411 030”. Daily there will be Five Lucky Prizes, which will be announced for a period of six weeks and Shiksha TVCs will run on MAA TV educating the viewers about the campaign. The Shiksha offer is valid on all P&G products except Sachets, Vicks VapoRub 10 gm, Vicks Cough Drops and Vicks Action 500.
Launched on 22nd April 2003, Shiksha has received a positive response from all parts of the country with the total number of Shiksha-stickered P&G products sold being 20 lakh till date, of which 70,000 packs have been purchased by consumers in Hyderabad.
Leading Actress Ms. Jayasudha, said, “We are in the 21st century, a century of knowledge. We need to educate each individual and increase the opportunity for progress, and that is why I decided to associate myself with Shiksha. I am the ambassadress for Shiksha, not because I act in Maa TV or buy only P&G products, but because this campaign will give me an opportunity to champion the cause of education. MAA TV has always been a favorite general entertainment channel, but today, it has moved a big step closer to touching the hearts of its audience in a more meaningful way, by giving them an opportunity for higher education.”
Mr. R. Malhotra, Country Marketing Manager (P&G) added, “Procter & Gamble believes that improving the lives of consumers worldwide is about more than just great products. It's about corporate responsibility through positive contributions to environmental quality and to the communities in which we live and operate our businesses.
We are glad that our efforts to provide education to children and contribute to the community through Shiksha, are being appreciated and we hope that many more young children like Rahul will be assured of a secure future through this unique educational initiative.”
Shiksha is in keeping with P&G's credo of 'Business With a Purpose'. Some of P&G's past successful social responsibility initiatives include: PEACE - a unique environmental education program; FUTURE FOCUS - the first-ever write-in career guidance service; Project DRISHTI - with the National Association for the Blind (NAB), the first-ever Sight Restoration Corporate project in India; Project OPEN MINDS - a project with UNICEF aimed at education of working children; Project POSHAN - with UNICEF to combat malnutrition; and most recently, in partnership with Swayam Shikshan Prayog (SSP), P&G opened seven Community Resource Centers to generate self-employment, education and micro-credit for the earthquake victims of Kutch. P&G India’s contributions were recognized when in 1998, it received the Bombay Chamber of Commerce and Industry (BCCI) Civic award for Education, Health and Hygiene for its PEACE Program. Its Project POSHAN also received a special Cause Marketing Award at the Economic Times Awards 2000.
Globally, P&G has a turnover of over $40 Bn., has on-the-ground operations in over 80 countries and offers over 300 superior quality brands to the world's consumers. P&G, India has a turnover of Rs. 750 cr. and has in its portfolio some of P&G's billion dollar brands such as Tide, Ariel, Pantene, Whisper, Pampers and leading brands such as Vicks and Head & Shoulders, the World’s No.1 Anti Dandruff shampoo.
Press Release by: Solus Media, Hyderabad
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