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<ul><li>LEAD pays a rich tribute to School Owners for their Herculean effort over the lockdown</li><li>The campaign is conceptualised by <keyword id="1557667" type="General" weightage="20" keywordseo="tbwa-india" source="Orion">TBWA India</keyword>.</li></ul>LEAD's latest digital film Out of Syllabus celebrates the unsung efforts of 'Future Line Workers' - school owners who acted as a mentor to teachers and an educator to students. On the occasion of Teacher's Day, it turns the spotlight on the challenges faced by school owners in these testing times as they continue to empower teachers, reassure parents and find innovative ways to help students adjust to their new learning environment. School owners often miss out on the reverence reserved for teachers. This film underlines the valiant work of school owners who placed the academic future of our children above everything, ensuring uninterrupted learning as far as possible. They have put the issues of others above their own - parents questioning school fees, teachers worried about their next salaries, students dealing with the glitches of online education. And managed to hold the entire ecosystem together to ensure uninterrupted online learning for millions of children, despite the changed circumstances caused due to the pandemic. They helped teachers resolve transitioning issues and managed the financial challenges of running a school. All this in the face of life's toughest exam where everything was out of syllabus, school owners have shouldered the burden of their new responsibilities with a smile and emerged as real heroes worthy of applause. LEAD's film thanks these Future Line Workers for all that they have done and in doing so disrupts the communication category just as it has disrupted ed tech. The film gives us a peek into the emotional journey of someone fighting an uphill battle during the lockdown of 18 months. The film also addresses the issue of over 15 lakh schools all over India shutting down due to the pandemic, affecting the academic future of millions of students. <div type="Youtube" id="JGiMnXcXUcQ" title="An Ode to The Future Line Workers | LEAD" thumbUrl="https://i.ytimg.com/vi/JGiMnXcXUcQ/mqdefault.jpg"></div> Commenting on bringing alive a disruptive initiative, <keyword id="1398302" type="General" weightage="20" keywordseo="govind-pandey" source="Orion">Govind Pandey</keyword>, CEO of TBWA\India said, “During the pandemic, we have had so many unexpected and unsung heroes who went out of their way to help others. Passionate school owners who understand that education is important and that every child deserves a good one are also such heroes. They did what they could despite all the odds because they know that education makes a huge difference to the kids futures and we couldn’t let the pandemic impact that. We call these school owners Future-Line Workers.” Talking about the initiative, Managing Partner of TBWA\India - Parixit Bhattacharya said, “School Owners are the wind behind the sails of the academic infrastructure of our country. And they needed to be celebrated. This is an effort to tip our proverbial hats to their massive efforts in ensuring the education of our children is never compromised. Out Of Syllabus plays into a never before cultural moment of our country when schools cautiously consider opening their gates to welcome back students after a hiatus of more than 18 months. Who better to bring home this message of hope other than LEAD - the organisation that is providing propulsive learning to thousands of children all over the country no matter which strata they belong to.” Chief Marketing Officer of LEAD, Anupam Gurani said, “We partner with 2,000+ schools across India and we have seen first-hand the commitment of these school owners in educating their students during the pandemic. Our new campaign, Out of Syllabus, is a salute to the indomitable spirit of all these future line warriors who have managed to create a seamless online learning environment by acting as an educator to students &amp; a mentor to teachers.”

Ahead of Teacher's Day, LEAD turns the spotlight on the challenges faced by school owners in these testing times

<ul><li><keyword id="150720" type="COMPANY" weightage="20" keywordseo="IDFC-Mutual-Fund">IDFC Mutual fund</keyword> targets the older generation through its latest campaign. </li><li>It asks its consumers to explore newer opportunties in the field of Mutual Funds. </li></ul>IDFC Mutual Fund just launched its first investor awareness campaign of the year - #PaisonKoRokoMat. In a country of savers, the campaign baseline is a call to action. It alludes to the innate Indian need to save and unwittingly hinder the flow of money, not allowing it to grow to its full potential. A tongue-in-cheek investor awareness campaign, it underlines the fact there are more modern ways to invest your money than to deposit it someplace "good". It shifts the conversation regarding wealth generation from the age old strategy of saving to one of dynamic investments. What makes the 2-film campaign memorable is the eccentric cast of characters bringing unexpected stories to life. Offering a third person perspective that makes the viewer chuckle while at the same time perhaps making them question their own unchanging attitude towards money. #PaisonKoRokoMat is a 360 campaign conceptualised and created by TBWA\India. The platform will find a multitude of expressions across Television, OOH, digital and social media. Speaking of the quirky creative execution which is a clear departure from category conventions, Managing Partner - Creative TBWA\India, <keyword id="1558093" type="PERSON" weightage="20" keywordseo="Parixit-Bhattacharya">Parixit Bhattacharya</keyword> added, “This has been a lot of fun to create. The narrative is distinctive and it needed oodles of craft to bring them to life which Ayappa and his team served delectably. We hope this makes people smile while reconsidering their choice of investments and tilt the conversation in favour of mutual funds. There are many more executions across channels under #PaisoKoRokoMat and we are excited to see what it does in the market.” <div type="Youtube" id="Ge8Vc5DBXI8" title="#PaisonKoRokoMat - Astronaut 35 sec" thumbUrl="https://i.ytimg.com/vi/Ge8Vc5DBXI8/mqdefault.jpg"></div> <div type="Youtube" id="AQ2DpVX2guQ" title="#PaisonKoRokoMat - Castaway 35 sec" thumbUrl="https://i.ytimg.com/vi/AQ2DpVX2guQ/mqdefault.jpg"></div> Commenting on the inspiration behind the idea, CEO of TBWA\India Govind Pandey said "These ads charmingly nudge you to reevaluate your investment choices that you make almost by default.” Gaurab Parija, Head – Sales &amp; Marketing, IDFC AMC, highlighted that “The central thought of the campaign #PaisonKoRokoMat draws inspiration from our lives where inertia is an impediment to our growth and sometimes reflects in the way we allocate our money. What we are trying to bring out through the campaign is a subtle yet strong message of looking beyond the traditional ways of growing your money and using your goals to allocate your money across asset classes and investment solutions.” Director Sanju Ayappa from Early Man Films said, “Really enjoyed working on these films for IDFC Mutual Fund. They are quite bold and unique for the category. Especially, the casting.”

IDFC Mutual Fund's campaign asks consumers to look beyond the traditional ways of growing their money

Supreme Court’s order weighs down heavily upon Kejriwal — Check out how many AAP MLAs have criminal cases

<keyword id="6377963" type="UNKNOWN" weightage="100" keywordseo="Freecharge">FreeCharge</keyword>, India’s leading digital payments platform, today announced its partnership with Bhartiya Micro Credit (BMC), an NGO focused on financial aid for <keyword id="6403560" type="UNKNOWN" weightage="100" keywordseo="e-rickshaws">E-Rickshaws</keyword>. 
 This partnership will be announced at the launch of Stand up India scheme in Noida which will be graced by the Honourable Prime Minister Shri <keyword id="6354477" type="PERSON" weightage="100" keywordseo="Narendra-Modi">Narendra Modi</keyword>, UP Governor, Union Finance Minister, Union Minister for Culture and Tourism and Union Minister of State for Finance. At the event, Honourable Prime Minister Shri Narendra Modi will distribute the E-Rickshaws and also support digital payment by using FreeCharge’s <keyword id="3311934" type="UNKNOWN" weightage="100" keywordseo="Chat-n-Pay">Chat-n-Pay</keyword> service to pay for his ride on one of the new E-Rickshaws. 
 
FreeCharge’s recently launched Chat-n-Pay service enables customers to connect and pay via chat with E-Rickshaw drivers in less than 5 seconds. The drivers can register themselves as a merchant at zero investment, on the Chat-n-Pay platform by simply adding their banking details. For consumers and drivers, Chat-n-Pay will help eliminate the hassle of managing and arranging change and will further offer convenience to pay on-the-go in a seamless and secure manner. 
 
Talking about the partnership, Govind Rajan, Chief Operating Officer, FreeCharge said “We are excited to be part of this initiative and enable E-Rickshaw drivers to be part of the digital payments ecosystem. It is great to witness Honourable Prime Minister himself educating people on the importance of digital payment and will act as a testimony for a company like us. This partnership will strengthen our goal of creating a less cash society and further give a boost to our endeavour to make digital payments accessible to all in the swiftest and secure manner. Our Chat-n-Pay service has opened opportunities for small merchants from unorganised sectors to accept payments digitally with no investment.” 
 
“Bhartiya Micro Credit (BMC) aims to spread awareness of this 13 financial inclusion and social security schemes and proposes to take the benefits to poor and destitute people in the country. The idea is to facilitate the up gradation of pedal rickshaw pullers into E Rickshaw owners and help create threefold increment in their income. Credit for all these facilities is being provided under Mudra Scheme. The progression to E Rickshaw from pedal rickshaw will also help contribute towards achieving the goals of Swachh Bharat Abhiyan. Sach hua Sapna, Rickshaw hua apna!” shared Vijay Pandey, Managing Director, Bhartiya Micro Credit. 
 
“In addition, the customers will also be able to book E Rickshaw through Ola mobile apps and make digital payment via FreeCharge, which will be integrated under PM Modi's Digital India initiative”, said Shantanu Gupta, Advisor to BMC. 
 
As part of their on-going initiative BMC will distribute 5,100 E-Rickshaws at the event. FreeCharge will be setting up training for all these drivers via BMC to help them understand how to use FreeCharge app and accept payments. FreeCharge will also create an exclusive incentive plan for all the E-Rickshaw drivers to encourage them to use digital payments to pay for services like mobile recharges, electricity bill payments etc.

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Ahead of Teacher's Day, LEAD turns the spotlight on the challenges faced by school owners in these testing times

BI India Partner

IDFC Mutual Fund's campaign asks consumers to look beyond the traditional ways of growing their money

BI India Partner

Supreme Court’s order weighs down heavily upon Kejriwal — Check out how many AAP MLAs have criminal cases

BI India Bureau

Freecharge partners with NGO to enable digital payment for E-rickshaw drivers

BI India Bureau

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