The Shiksha Song talks about the right of every child to access education and how education will take India forward and onto the world map. The Shiksha song and video will be released nationwide to all music channels and will be aired and played across all supporting networks, according to an official release.

Project Shiksha, a part of P&G's global philanthropy program P&G Live, Learn and Thrive that focuses on the development of children in need, has, till date, contributed Rs. 269 million to support the education of 33052 children in 435 communities. The Shiksha projects are working with the State Education Departments to re-look at existing education policies; are creating awareness to build more schools with better infrastructure, and more basic amenities like water, electricity, health; enrolling more children into formal schools and promotion of retention in schools; and building all-round development of children.

Procter & Gamble India associate director, market strategy & planning Vivek Gupta said, "This year we have endeavoured to turn Shiksha into a national consumer movement and what better way to do it than through music! Music has a tremendous power to inspire and motivate. Project Shiksha is the platform where we engage and empower the consumer to make a difference to a child's life simply by choosing to buy quality products from P&G."

Sony Entertainment Television National sales head Neeraj Vyas said, "Sony Entertainment Television has been associated with this initiative since its inception in 2003 and as a responsible corporate citizen, we believe that it is our responsibility to support social issues, which are of national importance and therefore continue with our commitment to Shiksha - helping children access their right to education. Shiksha reflects our belief and we are sure our consistent approach will make a big difference someday".