P&G and partner Madison Public Relations have signed up celebrity support for the events -- taking place in Chennai, Hyderabad, Mumbai, Delhi, and Kolkota. P&G has also organised employee involvement events for its regional sales teams.
Media partners, including Sony Entertainment Television, Raj TV, Maa TV and Radio City, are scheduled to air special promos and shows. In its foundation year, P&G contributed US$300,000 to CRY to educate 11,000 underprivileged children.
Christopher Samuel, client group manager, Madison, said the three pillars of the PR strategy include beneficiaries of Shiksha 2005, highlighting education in India and engaging past and new ambassadors. The focus was also on P&G's history of community contributions. "Our aims are to build awareness of every child's right to education and drive greater contributions to the cause," he said. Samuel said the initiative includes donations made by of Whisper and Gillette Mach3 to Shiksha upon purchase.
