'P&G Shiksha' is a project which focuses on providing free and quality education to children in India. A consumer needs to participate in the campaign by buying any P&G’s products during Shiksha Program's months. A part of the proceeds are donated toward enabling underprivileged children on the path towards education. Shiksha project also includes to work with the state education departments to relook at existing education policies, create awareness to build more schools with better infrastructure and basic amenities like water, electricity, health, enroll more children into formal schools and promotion of retention in schools.
The headline of this ad is in Hindi, 'aapki khushiya kisika sapana bana sakati hai', it means your happiness can fulfill someone else's dream. The concept is by buying P&G products you fulfill your needs i.e. your happiness as well as you contribute to 'P&G Shiksha project' which will help unprivileged children also to fulfill their dreams. These underprivileged children have right to get educated like other children. They also have dreamed of better school, better education and to become a doctor, engineer, pilot etc. So in my project I illustrated a crying who he is deprived of these facilities. Because of poverty he is not able to fulfill his dreams. So through this ad I am appealing people to help these children for their education. I created the whole illustration and the headline by hand and then arranged them digitally. I used yellow color as it symbolizes happiness.