Swechha

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  • Swechha

    Background
    Street children begging for money is a common phenomenon in most parts of India, especially the metros. Due to lack of education, their state of poverty remains unchanged.
    Solution
    Instead of patronizing them by donating money, we should step forward and volunteer to educate these kids so that they can lead a respectable and meaningful life.
    Insight
    Generally these street kids beg by singing popular film/devotional songs in trains, traffic signals, etc. Taking this insight forward, on the occasion of Pundit Jawahar Lal Nehru’s (India’s first PM) birthday which is celebrated as Children’s Day in India, we, 92.7 Big FM, along with Swecha, an NGO which educates street kids, created radio spots featuring street children singing popular nursery rhymes (That are taught in schools), but in the tune of popular film/devotional songs.
    Execution
    We kept the execution very realistic. In India it’s an established phenomenon where street children beg by singing popular songs accompanied by 2 pieces of stones as percussion in a very indigenous yet rhythmic fashion.
     
    Recognition: Bronze at Golden Mikes 2013

    www.swechha.in
  • Swechha 1
  • Swechha 2
  • Swechha 3
  • Credits:
    Rochak Kohli- AVP Corporate Programming, 92.7 BIG FM
    Siddharth Mishra - National Manager, Solution and Commercial Prod., 92.7 BIG FM
    Deepak Nagar -Writer, 92.7 BIG FM
    Manish Sharma- Senior Promo Producer, 92.7 BIG FM
    Priyanka Chavan,Voice Over artist, 92.7 BIG FM