Kyoorius Advertising Awards
Innovation

Reteach The Teachers
Brand: Nihar Shanti Amla
Client: Marico Ltd
Entrant: BBH Communications India Pvt Ltd

Baby Blue Elephant

Entry Title:	Reteach The Teachers
Brand:	Nihar Shanti Amla
Client:	Marico Ltd
Entrant Company:	BBH Communications India Pvt Ltd
Description:	Over the last 9 years, Nihar Shanti Amla, India's highest-selling hair oil brand has been dedicating 5% of its profits to children's education. It has deployed various initiatives to bridge the gap in rural India's education system through online and on-ground activities. However, we realized that only 1 out of 10 students in grade 5 can read a full sentence in English. Only 3% of the rural Indian population can speak English. Additionally, even government school teachers themselves aren’t proficient in English since they also hail from similar backgrounds. So, we wanted to educate the teachers of rural India, because only when the teachers become proficient in English, can the students also learn the language correctly. To do so, we needed to find methods that are direct, impactful, and innovative. After months of collaboration with various entities and organizations, we developed a constructive training programme that could be deployed on a mass media platform to reach out to a large number of teachers across India. This English learning initiative was launched on Whatsapp, which has a reach of 500 million in rural India - making it free and easy to use. Thus, was born, Nihar Pathshala Funwala's 'Re-teach The Teachers.'
Company Credits:	BBH India
Company Credits:	Marico ltd
Individual Credits:	Subhash Kamath - BBH CEO
Individual Credits:	Russell Barrett - BBH CCO
Individual Credits:	Arvind Krishnan - BBH Managing Director
Individual Credits:	Sanjay Sharma - BBH CSO
Individual Credits:	Deep Chhabria - BBH Creative Director
Individual Credits:	Aggremma Sethi - BBH Creative Partner
Individual Credits:	Arathi Bhatt - BBH Senior Business Partner
Individual Credits:	Richa Priyadarshni - BBH Business Partner
Individual Credits:	Khushali Bhansali - BBH Creative Partner
Individual Credits:	Koshy George - Marico Chief Marketing Officer
Individual Credits:	Miloni Agrawal - Marico Group Product Manager
Individual Credits:	Manav Sahni - Marico Category Head