| "As a responsible corporate we do social initiatives.
Last month we had worked with the Indian Labour Organisation on a
series of PSAs on the evils of child labour. Our initiative with Colgate
is a refreshing change from the usual ad sales deals that are done.
We had also gotten involved with Akanksha through our show Boogie
Woogie. In August we had worked with the World Health Organisation.
In a year we usually do four to five activities with organisations
that have a social message to spread," Gupta added.
Colgate-Palmolive India executive VP marketing Vinay Hegde added
that through out this month the company would be organising free
dental health check ups in schools, slum areas. This weekend the
company is organising an oral fest campaign in Mumbai. The company
will now come out with print ads and TVCs across different channels
promoting its dental healthcare initiatives.
Akhtar added that going through the 630 entries had not been easy.
"The thing is that with seasoned poets you find a lot of cynicism,
bitterness. The innocence and honesty is sometimes missing. The
kids entries had these two qualities in abundance. Of course we
had rejected some entries outright if they looked too mature. They
gave the impression that outside help had been sought from teachers
and parents."
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