Fund raising marketing campaign – ‘Chatpat’ by SOS Children’s Villages of India

SOS Children’s Villages of India announced their brand ambassador for their ‘NoChildAlone’ Campaign that reiterates the organization’s Basket of Care Solutions initiative.

The newest social media celebrity, Chatpat, is a 10-year-old from Mumbai who shares “gyaan,” or life advice, that can compete with anything said by an adult.

Problem
SOS assists approximately 45,000 children in India, hence they are reliant on donations to finance their development initiatives. When your business has trouble marketing its unique offering and, as a result, is not well known among the general public, it is challenging to gather donations.

Insight
Corporate support is the most dependable and consistent source of money for any nonprofit. We developed a system to use corporate marketing budgets, which are ample, to donate money to SOS. We provide these businesses/brands with their money’s value in return.

Idea
FCB India, FCB Chicago, and Kinnect came together to create and recruit SOS Children’s Villages, India’s first brand ambassador – #Chatpat, to help the childcare NGO in creating awareness and helping it raise funds for the homeless and destitute. This social movement has been exceedingly successful, with multiple brands coming on board. On Children’s Day ’21, a 10-year-old boy – Chatpat, from the streets of Mumbai, shared ‘gyaan’ videos around quirks from the streets. While his videos instantly started winning hearts, there was an underlying message of the harsh reality of a 10-year-old living and surviving on the streets that got noticed. SOS Children’s Villages India (SOSCVI) has been doing great work over the last 60 years, but this campaign puts them on the global map. It was not only a breakthrough idea for the NGO to garner corporate donations but also one that uniquely enhanced brand value by recreating some of their iconic work around a social cause. Generosity is at its very best, where #Chatpat gave to the brand first!

Awards: Kyoorius Advertising Awards

Credits
Client: SOS Children’s Villages India
Entrant: FCB India LLP Advertising Ltd + Kinnect