AARAMBH DM HELP DESK by DDB Mudra Group Mumbai

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Industry Public awareness
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Associate Creative Director Siddhesh Telang, Kashyap Joshi, Rithwick K Raghunath
Executive Creative Director Louella Rebello
Creative Director Hanoz Mogrelia
Art Director Sanuree Gomes
Copywriter Amey Mone
Released May 2013


Cannes Lions 2013
Direct Lions Strategy; Best Low Budget Campaign Bronze

Credits & Description

Type of entry: Strategy
Category: Best Low Budget Campaign
Advertiser: AARAMBH
Product/Service: HELP DESK

Production: Jayant Samel (DDB Mudra Group)
Films Executive: Amrut Satavalekar (DDB Mudra Group)
Copywriter: Amey Mone (DDB Mudra Group)
Associate Creative Director: Rithwick Raghunath (DDB Mudra Group)
Associate Creative Director: Kashyap Joshi (DDB Mudra Group)
Associate Creative Director: Siddhesh Telang (DDB Mudra Group)
Art Director: Sanuree Gomes (DDB Mudra Group)
Creative Director: Hanoz Mogrelia (DDB Mudra Group)
Executive Creative Director: Louella Rebello (DDB Mudra Group)
Chairman/Chief Creative Officer: Sonal Dabral (DDB Mudra Group)

Describe the brief from the client
Target audience –School children in rural India.
Strategy - Most schools in rural India lack basic facilities. Students don’t even have desks to write upon. They have to sit hunched on the floor for hours. This gives them bad posture, poor eyesight and bad handwriting. NGO Arambh wanted an easy and economical solution that would improve the quality of education in rural schools.

Creative Execution

Strength and originality – Our strength was our unique design. Made out of discarded cartons, it was economical, ecological, portable and most of all useful for children in rural schools. And it cost less than twenty cents per piece.
It was most appropriate for the NGO Aarambh, because it was cost-effective and hence sustainable. It was easy for us to get corporate and retail outlets involved in this project. With their support, we could reach children in hundreds of rural schools.

Creative Solution to the Brief/Objective.

We needed to come up with a solution that was effective and economical. First, we decided to use discarded cartons for raw material. For this, we approached corporate houses and retail outlets. 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 the children of these schools study with ease. It also helped them carry books on their long walks to school. Most importantly, Help Desk played an important role in improving the quality of education in rural India. And it cost less than twenty cents per piece.


We distributed Help Desks in over 600 schools in villages. Now, around 10,000 kids in rural India write with ease. They study more comfortably and cheerfully. It is also easy for them to walk to school as it helps them carry their books. Also, there has been a significant increase in the number of children attending schools regularly. With a desk under their laps, a bag over their shoulders, life at school is a lot more fun.

Material Cost:Rs. 0/- (Received donated used carton from Corporate Houses)
Cost for development of Die-cut:Rs. 3500/- or $64
Cost per piece: Rs. 10/- or 20 cents
Transportation: Rs. 28,500/- or $516
Total Cost: Rs 132,000/- OR $2,390.88