ABOUT

FCB India, FCB Chicago and Kinnect came together to create and recruit SOS Children Villages, India's first brand ambassador - #Chatpat, to help the child care 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 Villages India (SOSCVI) has been doing great work over the last 60 years, but this campaign put 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 at its very best, where #Chatpat gave to the brand first!