Contract bags creative business for Shell Foundation

Contract Advertising has been assigned the creative business for Shell Foundation, the CSR initiative of oil major Royal Dutch Shell, out of the seven agencies that had pitched for the account.

The Shell Foundation tackles global poverty and environmental challenges. It has embarked on a global initiative, with India as the lead country, designed to address indoor air pollution – the toxic smoke from people cooking on fires and traditional stoves that kills more than 1.5 million people globally every year. This initiative will save lives, improve livelihoods and reduce CO2 emissions.

Contract Advertising also handles the Shell Lubricant and Retail business (Bangalore) in India.

The Shell Foundation, an independent charity endorsed by the Shell Group, invests in social causes supporting various NGOs and others to carry out projects reaching people across India. These programmes seek to leverage Shell's convening power as well as business and sector understanding and place these at the service of communities.

The programmes undertaken by the Shell Foundation include household energy and livelihood services for rural poor communities, decentralised power production from bio-mass sources, small-scale energy services for marginalised urban and semi-urban communities, non-smoking cooking devices using biomass fuel and consumer financing systems for solar home devices.

These programmes reach out to people in several states across the country. In addition, the Shell Foundation has supported watershed development and village institutions in Udaipur district, Rajasthan, and organic cotton farming and fair trade practice in the Kutch district of Gujarat.