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Entrant: DDB Mudra Group, Mumbai
"Help Desk"
  • Corporate Name of Client:
  • Client Account Director:
    Shobha Murthy
  • Agency:
    DDB Mudra Group , Mumbai
  • Global Chief Creative Officer:
    Amir Kassaei
  • Chief Creative Officer:
    Sonal Dabral
  • Group Creative Director:
    Hanoz Mogrelia
  • Executive Creative Director:
    Louella Rebello
  • Associate Creative Directors:
    Siddhesh Telang
    Kashyap Joshi
    Rithwick Raghunath
  • Copywriter:
    Amey Mone
  • Art Director:
    Sanuree Gomes
  • Film Executive:
    Amrut Satavalekar
  • Concept/Cultural Reference:
  • Most schools in rural India lack basic facilities. Students don’t even have desks to write upon. They have to sit on the floor, with their backs hunched, for hours. This gives them bad posture, poor eyesight and bad handwriting. Aarambh, an NGO that works with children, was concerned about this problem. They wanted an easy and economical solution that would improve the quality of education.
    So, we zeroed on discarded cartons. We approached corporate houses and retail outlets who donated them in huge quantities. Using these, we then created Help Desk – a folding desk that could also be used as a bag. We distributed Help Desks to several rural schools. This helped children study with ease. It also helped them carry books on their long walks to school. Help Desk played an important role in improving the quality of education in rural India. And it cost less than twenty cents per piece.