Melt explores Corporate Social Responsibility with Abhishek Desai, Vice President of Brand Operation and Category Leader – Grooming at P&G India.

He sheds light on P&G India’s flagship CSR initiative, Shiksha. Launched in 2005, Shiksha focuses on providing holistic education for underprivileged children. Last month, the programme launched a new campaign that uses humour, and specifically, stand-up comedy, as a tool to spotlight the issue of learning gaps and build conceptual understanding in children. Conceptualised by Leo Burnett, the film stars comic Rahul Dua.

From discussing the objective of the campaign, execution to its expected outcomes, Desai discusses it all!

Watch the full episode to know what was the inspiration behind this campaign? What’s the relationship between stand-up and CSR? How will the campaign be rolled out, and what are P&G India’s expectations?