Bengaluru: This Children’s Day, Santoor Women’s Scholarship has launched a unique initiative to involve people to nominate girls they know who might need such financial assistance to pursue their higher education.
The campaign creative set in a rustic, river side location depicts a young girl fetching water home. When you scan the ad in print or interact with digital banner, it opens a video that shows the girl’s dream of becoming an engineer turning into a reality with the help of Santoor Scholarship. The girl transforms into a student in uniform carrying books to college.
Mr. S Prasanna Rai, Vice President – Marketing, Wipro Consumer Care & Lighting, said “We are committed to educating the girl child as we believe that education is a key enabler for social change. This children’s day, we want to create awareness about the program and involve people to nominate someone who they know & who might need support to pursue her further studies. Our awareness campaign is an interactive digital video. To amplify the reach, the campaign has been supported by a print ad.We believe this will help us in reaching out to more girls who might benefit from this scholarship.”
Santoor Women’s Scholarship, launched in 2016, financially supports girls from disadvantaged backgrounds, who wish to pursue under graduate education after grade 12. This recurring annual program offers 900 scholarships per annum across Karnataka, Andhra Pradesh and Telangana. Currently, in the third year of the program, the total number of beneficiaries stand at 2700 (including year. The scholarship amount of Rs. 24,000 per annum is for tuition fee and any other expenses incidental to education.
Even today, girls from lower social economic strata of the society face a lot of challenges in completing their education. Many of them drop out after High School or 12th standard as their family will not be able to support their education further. The Scholarship Programme accords preference to students from backward districts. So far girl students dreaming to study engineering, chemistry, humanities and other subjects have got the scholarship to pursue their dream.
- Creative Agency: ADK Fortune Communications, Bangalore
- VP& Executive Creative Director and Copywriter for the campaign: Sonia Bhatnagar
- Sr CD & Head of Art: Siju RS
- Art Director: Anshuman Majumdar, Arjun TK
- Account Management: Nitin Goyal, RejoyRajan, Kasturi Sengupta, Minu Goswami
- Production House: Film Dojo
- Director: Arun Jo Francis
- Producer: Murali Govindan