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ANDY Awards

Creative Award
New York, United States
SMARTLIFE - "PROJECT AKSHAR (ALPHABETS)" by ANDY Awards 2016

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TitlePROJECT AKSHAR (ALPHABETS)
Agency
Campaign PROJECT AKSHAR (ALPHABETS)
Advertiser SmartLife
Brand SMARTLIFE
PostedApril 2016
Business Sector Others
Media Type Others
Length
AI Description The ad presents "Project Akshar," an initiative by SmartLife to educate laborers in Dubai by teaching them English. These workers, who often face long working hours and low wages, are given an opportunity to learn English to improve their job prospects. The ad shows them attending classes, engaging with visual learning aids that translate English words into Hindi phonetics, and participating in various learning activities like flashcards. The ad highlights their potential salary increase and improvement in life quality upon learning English. It ends with the concept of transforming labor camps into educational centers and provides statistics of successful outcomes: many have graduated, increased their earnings, and some even started businesses. The visuals focus on the educational activities and workers’ lives in Dubai, while the soundtrack adds an emotional layer to the message of empowerment and transformation.
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