FMCG major Procter & Gamble’s signature CSR campaign ‘Shiksha’ has collaborated with ecommerce portal Flipkart, in a unique initiative. Now you can buy P&G products from Flipkart and support the P&G Shiksha initiative that helps underprivileged children in India get access to education. I came across this partnership yesterday on a YouTube banner ad asking the viewer to pledge his support by buying P&G products.The ‘buy’ link takes one to the Shiksha Facebook page that talks more about the initiative.
The Facebook page of P&G Shiksha, with more than 124K fans, has been promoting this extensively. Most updates have been appended with a call to action link, where fans are being led to the Flipkart page of beauty and personal care products by brands under the P&G family. The recently opened Shiksha Twitter handle is also keen on sharing this news along with the Flipkart link: “Padega India,Tabhi Toh Badega India, support P&G Shiksha initiative and give India ‘Shiksha ki Shakti”. The tweets on Twitter are a copy of the Facebook updates though.
For a CSR initiative that is based on sales, this is a cool association. One of the top FMCG brands joins hands with one of the top eCommerce players to create a fruitful association. Hopefully, we see some more partnerships in the future.