In keeping with the global philosophy of continuous development of the community, P&G in association with Sony Entertainment Television launched an education initiative ‘Shiksha – Secure Your Child’s Future’ across the country. In order to ensure P&G reached the non-Hindi speaking audience, a tie-up with three other channels in the south was undertaken. In the north, west, east, Karnataka regions – Sony TV telecast the promotion and announced winners on its No. 1 soap opera Kkusum, in Andhra Pradesh – Maa TV promoted Shiksha with Todi Kodallu, in Tamil Nadu – Jaya TV promoted Shiksha with Sahana and in Kerala – Asianet promoted Shiksha with Snehadooram.

By purchasing packs of Vicks, Whisper, Ariel, Tide, Head & Shoulders and Pantene between 21st April – 12th June 2003, this unique education promotion allowed a mother to win Rs. 2 lakhs towards Graduate Education Fee of one child (24 such Prizes), or Rs. 5,000 towards Next Year’s Tuition fee for one child (96 such Prizes), and a number of Consolation Prizes, all courtesy P&G. All Shiksha prizes could be gifted and were transferable, in case the winner is not a parent or, if his/her child was above 21 years of age.

Shiksha received a positive response from all parts of the country. This promotion was greatly appreciated as purchase of any P&G product allowed one to win education for his/her child.