P&G Shiksha serves up humour with a punch to highlight learning gaps in kids

P&G Shiksha, renowned for its impactful CSR initiatives in India, recently launched its compelling #StandUpForLearningGaps campaign. This initiative aims to shine a spotlight on the critical issue of learning gaps affecting millions of children nationwide, as highlighted by the National Achievement Survey 2021.

In an exclusive interaction with Adgully, Abhishek Desai, Vice President - Brand Operations and Category Leader for Grooming, P&G India, delves into the campaign’s intricacies, providing insights into its innovative approach and strategic collaborations.

Desai explains that the campaign’s fresh approach with a stand-up act in its 2024 film stems from the need to make the concept of learning gaps more relatable and recognizable. He emphasises on the importance of creating a supportive environment for children to ask for help without feeling pressured or compared to others.

Desai further states that the campaign was developed in partnership with Leo Burnett, leveraging their expertise to convey the message effectively. While specific details of the media mix are undisclosed, Desai hints at a multimedia approach aimed at reaching a diverse Indian audience.

Conceptualised by Leo Burnett, the film starts with Rahul Dua’s stand-up comedy event featuring two memes, where a journalist poses basic math questions to kids. The kids’ misconceptions lead to laughter in the audience. Dua then asks, “Would you laugh if it was your child?” This moment prompts the audience to see the incorrect answers as signs of learning gaps.

Desai elaborates, “We knew we needed to make the concept of learning gaps more understandable and recognizable. We wanted more and more parents, guardians, teachers, and well-wishers to be aware of learning gaps.”

“As a parent, I know we all want what’s best for our children. This year is all about a gentle reminder to be aware of the science of potential learning gaps, because we don’t usually understand it. It is not about pressurizing kids or comparing them to others. It is about creating a supportive environment where they feel comfortable asking for help if they need it. A study asserts that more than half of primary school students face some form of learning gap,” he points out.

Despite the potential controversies surrounding stand-up comedy, P&G is focused on leveraging humour as a realization tool. As Desai says, “It is a powerful tool, but we understand it needs to be handled with care.” The campaign uses humour to shed light on the issue, identify learning gap symptoms, and encourage the audience to stand up for addressing these gaps.

Desai further says that a Forbes report found a recent video of a child incorrectly answering a journalist to be among the top ten most searched memes in India in 2023.

“We are using lifelike situations through this campaign and leveraging humour to engage the audience, helping them realize the learning gaps. The key message hits home when you ask the question, ‘Would you laugh if this was your own child?’ The first time this question was posed to me, I felt a punch, and it took me some time to absorb it,” he shares.

Adding further, Desai affirms that P&G Shiksha is committed to storytelling and narrative-building to connect with audiences on a deeper level. He mentions the ongoing buzz on social media, with advocates and opinion leaders driving awareness of learning gaps.

While he doesn’t reveal specific future plans, Desai does emphasise on P&G Shiksha’s dedication to addressing learning gaps and supporting education in India. The campaign reflects P&G’s long-standing commitment to making a meaningful difference in communities, with plans to continue elevating on-ground support and spreading awareness through innovative initiatives.