FCB Ulka creates 'Project Resume' for Salaam Bombay Foundation
The campaign is aimed at garnering corporate support to fund education programmes for underprivileged girls
BestMediaInfo Bureau | Mumbai | June 10, 2015
FCB Ulka has created a heart-warming campaign for Salaam Bombay Foundation, called 'Project Resume'. The campaign illustrates the hopes and dreams of Indian girls. The initiative is aimed at garnering corporate support to fund education programmes for girls.
In most parts of India, the birth of a girl is not a happy occasion. Not surprisingly, education and a meaningful career are not at all on the cards for underprivileged girls. NGO Salaam Bombay is fighting to change that. The organisation believes that given a chance, girls could personally thrive and boost their communities.
The film shows quick-cut images of poor girls peddling wares on dirty streets, even as three of the organisation's best and brightest prospects are shown working with a recruitment firm on their resumes. Their dreams and ambitions land them the job interview. To the surprise of HR professionals and company leaders, they find young girls before them to interview, not the seasoned pros they expect to see. The corporate leaders quickly realise that they can play a critical role in making the dreams expressed by the girls on their would-be resumes a reality.
The girls took the first step in illustrating the problems they faced and companies stepped up and delivered money to fund education programmes. In fact, in the first month following this campaign, enough money was raised to educate more than 200 girls.
Satbir Singh, Chief Creative Officer, FCB Ulka, elaborated, “For our underprivileged girl children only education can provide them a shot at a better life. FCB Ulka created this campaign for Salaam Bombay, making an unforgettable point to HR chiefs of several large corporations. The girls can qualify for good jobs in the future with proper education now. The campaign has raised impressive levels of awareness and we are working towards making it even larger. We are very happy and proud to be associated with the cause and will continue to support it.”
The TVC:
Credits:
Client: Salaam Bombay
Creative agency: FCB Ulka
Chief Creative Officer: Satbir Singh
Executive Creative Director: Haresh Moorjani
Creative Director: Devendra Mankame, Donovan D'souza
Senior Copywriter: Akanksha Toshniwal
Associate Creative Director: Rajdatta Ranade
Film Executive: Sukirth Rao
Director: Suraj Wanvari
SVP, HR: Savita Mathai