Tendulkar bats for #ISupportSkillIndia

Union Ministry of Skill Development's promotional campaign, 'I Support Skill India' (#ISupportSkillIndia), has been conceptualized by Ogilvy & Mather

BestMediaInfo Burau | New Delhi| April 13, 2016

Click on the image to watch the TVC.

Prime Minister Narendra Modi's Skill India Mission gets a major boost, with cricket legend Sachin Tendulkar pitching in to endorse the “I Support Skill India” campaign. The Union Ministry of Skill Development and Entrepreneurship (MSDE) campaign has been conceptualized by Ogilvy & Mather, led in India and South Asia by Padma Shri Piyush Pandey.

In the advertising commercial, the cricketer engages a carpenter in conversation and praises him for his handiwork. Tendulkar then modestly tells the craftsman, that he too made a living with his hands, only his hand held a cricket bat instead of a carpenter's tools. Tendulkar impresses upon the man that effectively, there was not much difference between the cricketer and the carpenter, empowered as they both were by the work of their hands.

The overwhelmed carpenter urges the cricketer to share the concept with his wife. The television commercial ends with Tendulkar pledging his support for 'Skill India' and 'Kaushal Bharat – Kushal Bharat' (skilled India and contented India).

The MSDE's “I Support Skill India” campaign is an endeavour to galvanise all stakeholders across States, organizations and industries, to bring value and respect to skills and standardize the ecosystem, to address human resource requirements across the nation and globally. Overall the ministry aims to raise the standard of living for many at the lower rung of the pyramid, by ensuring better wages and dignity of labour.

Commenting on Tendulkar's endorsement, Rajiv Pratap Rudy, Union Minister of State for Skill Development and Entrepreneurship (Independent Charge) and Parliamentary Affairs, said, “It is imperative that we build respect for skills and that is exactly the idea behind our new campaign. It is important that we come together as a society and recognize the need for skilled workforce in our day to day life. Our new campaign is a step towards sensitizing the society and achieving our mandate of creating a skilled India.

“Sachin is one of the greatest Indian stories of our times and someone who resonates the best with skills. He is a true global icon and brand that disrupted the game of cricket through his skill sets and inspired generations,” he added.

Elaborating on the relevance of skills and his association with Skill India, Sachin Tendulkar said, “When I was approached for endorsing Skill India, I realized that it is an important component in one's personal growth that needs to be valued and mastered. We are a young nation and we have the potential in us. We just need to learn a skill that is driven by our passion and turn it into an opportunity for us. Skill India is a big opportunity extended to all. We should avail it to its best.”

Rohit Nandan, Secretary, Union Ministry of Skill Development and Entrepreneurship, said, “It was found during our skill development efforts across the country that while capacity for trained labour was increasing, the aspiration among the young people to join a skill development programme was lacking. Most young people did not believe that there is a career in skill development and that the skill certificate was actually valuable.

“People always thought there was merit in a degree without a job than a job without the degree. MSDE wanted to use a communications methodology to reach out to the young people and show them that there is a value in the skills certificate which would lead to a career progression and recognize prior learning - a certificate that can be their companion for life,” Nandan went on to say.

The ministry's target is to skill 40.2 crore youth by the year 2022. It has also introduced its flagship scheme, 'Pradhan Mantri Kaushal Vikas Yojana' (PMKVY), which is the world's largest monetary reward scheme promoting skill development for those who need financial support.

Piyush Pandey

Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia, said, “I am honoured to be associated with the 'I Support Skill India' programme, as I think it is an important part for the development drive of India.  We have a lot of talent in this country which needs to be trained and made ready to live up to India's dream of a happy and prosperous country.  I am glad that Sachin has chosen to be one of the leads in sharing with the people of India that degrees are not the only thing that matter, happiness is achieved by each one of us taking pride in what we may be good at.  I hope every youngster gets the message and becomes as skilled in the area of his/her interest as Sachin is in his field of expertise.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Ogilvy & Mather

Executive Chairman and Creative Director for Ogilvy & Mather India and South Asia:  Piyush Pandey

Creative Team: Ajay Gahlaut, Divya Bhatia, Vimal Singh

Account Management: Kapil Arora, Pawan Bhatt, Rupinder Singh, Nivedita Gupta, Navjyot Sudan

Director of the film: Nishant Goyal

Producer: Cyrus Pagdiwala

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