P&G saw that underprivileged students with limited access to education, especially girls, were dropping out of school at alarming numbers. The P&G Shiksha initiative set out to make education accessible. It empowered consumers to help in the effort by pledging to donate with consumer support of P&G products.
Social influencers who embraced the education cause helped lay the foundation for new schools and showcase infrastructural interventions. Influencers also engaged with the students to amplify the message.