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Ogilvy launches ‘Tweet :{to:) #CleftToSmile’ campaign for a ‘Cleft- free’ India

The agency urged people to express their support by tweeting :{to:), a logo conceptualized for the cause

Ogilvy launches ‘Tweet :{to:) #CleftToSmile’ campaign for a ‘Cleft- free’ India

The agency urged people to express their support by tweeting :{to:), a logo conceptualized for the cause

BestMediaInfo Bureau | Delhi | April 8, 2013

Since 2002, Operation Smile India, a medical cleft charity has provided life-changing treatment to more than 15000 children free of cost. But with over 1 million still untreated and unable to afford surgery, something more needs to be done.

Operation Smile India has teamed up with Ogilvy India and the Rajasthan Royals, to launch a very simple, yet revolutionary online campaign - Tweet :{to:) #CleftToSmile— using the power of social media to drive social change. Through the logo and the campaign that Ogilvy has developed, people will now have an easy way to express support for the cause, by tweeting :{to:), a logo for the cause and symbol of what Operation Smile does every day. The campaign aims at reaching 1 million tweets by April 30—in the weeks around World Health Day, a time when corporations, foundations and policy-makers are listening hard.

The Video:


The campaign's objective is to create mass awareness around cleft deformity and available medical solutions, propel cognizance of the issue and generate funds that will be utilized for surgery and treatment of cleft patients across India.

To support this cause and help the NGO achieve the target of 1 million tweets, one simply tweets :{to:) #CleftoSmile. A live counter at is keeping track and giving updates on the progress of the campaign. Besides Twitter, Facebook, YouTube and other platforms are also being utilized by sharing the campaign video.

Ranjit Barthakur, Chairman, Operation Smile India said, “One in 700 children in India is born with cleft deformity every day. While the world is battling with ailments such as AIDS and Cancer, cleft deformity is among the most serious birth defects in the world. Lack of awareness has resulted in many children being deprived of a dignified life. Operation Smile India has achieved significant success in states like Karnataka, Gujarat, Assam and is launching a new Comprehensive Cleft Care Center in Jaipur in partnership with the Shri Santokba Durlabhji Memorial Hospital and the Rajasthan Royals by the end of this month…. but with over 1 million still untreated due to lack of resources, we need all the support we can get. We are looking forward to receiving significant support for this campaign and hoping to move a step closer to our goal of ‘Cleft-free’ India.”

Piyush Pandey, Executive Chairman and Creative Director, Ogilvy & Mather South Asia said, “A smile is the most beautiful thing on a human being’s face.  It is unfortunate at times that some children are deprived of it for no fault of theirs.  It is our endeavor to make as many smiles come back to make the world a beautiful place. At O&M we are committed to do everything that we can to help Operation Smile India make a difference.  Keep smiling!”

On this occasion Raghu Iyer, CEO – Rajasthan Royals, said, “We are truly honored and humbled to be associated with Operation Smile and their  #CleftToSmile initiative . As part of this association with Operation Smile and Shri Santokba Durlabhji Memorial Hospital, we are setting up a cleft-care center for surgery and post-operative care.”

Shilpa Shetty, Co-Owner – Rajasthan Royals, said, “The work being done by Operation Smile is truly path-breaking. As a mother I can say that there is nothing more priceless than your child’s smile. We, at Rajasthan Royals, are indeed privileged to have joined hands with Operation Smile to help bring smiles to millions of children. #CleftToSmile is a wonderful initiative and truly demonstrates the power of the digital medium.”

Globally, celebrities like Mariah Carey, Jessica Simpson, Eric Winter and Victoria Jackson are brand ambassadors of Operation Smile. The campaign launched by Operation Smile India is roping in well-known Indian celebrities, influencers, public figures and citizens to work together to spread awareness..   Sign in with Twitter now and show your support for the Cleft to Smile campaign!

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