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#ChooseForChange from Leo Burnett India Captures +40 Million Views in One Week

The film reaffirms P&G India’s commitment to improving the quality of and access to education

P&G India’s latest corporate social responsibility campaign follows the story of Appu, a little boy who just wants to go to school – but his small village doesn’t have one. He, like millions of children in India, is still waiting for a school to be built. Leo Burnett has helped P&G India tell Appu’s story, and it’s melting viewers’ hearts, having garnered more than 40 million views in just one week.

“Through this film, we want to make an emotional connection with people and enable them to contribute towards the education of underprivileged children,” said Abhishek Desai, director of marketing operations, P&G India.

P&G Shiksha, which is the company’s flagship corporate social responsibility program, is now in its 14th year and has built over 1,500 schools that support more than 1.2 million children.

“We wanted to tell our audience about this positive impact in an interesting way,” says Rajdeepak Das, managing director, Leo Burnett India and chief creative officer, Leo Burnett South Asia. “Appu's story represents all the children who want to study, but have no schools around them. This is a heartfelt, Humankind idea, and we are proud of this piece of work from Leo Burnett India."