Bus Eke Pusthakale – A Library Inside a Bus

Munchee’s sub-brand Tikiri Marie is a brand that has fuelled creativity, imagination & out of box thinking for children through its brand communications to its target audience. Our task at hand was to drive a media-led activation that amplified the brand’s presence and brought about the core values of the brand through the activity as well.

While Sri Lanka has one of the highest literacy rates around the world, the facilities available for school children, especially in the deep rural areas are very minimal. While children across the country show so much promise in terms of learning, it is only a handful who can come out of the poverty-stricken lifestyles by obtaining a good primary & secondary education.

We decided to partner with a popular teledrama where its’ story was aligned to Munchee’s core brand values to assist children in rural areas.

This was a drama based on a schoolteacher who pushes himself to deliver education to a group of students inside a bus due to the limited facilities in deep rural areas. It was called “Bus Eke Iskole” i.e a school inside a bus.

Munchee, partnering up with the TV channel who airs the teledrama, decided to utilize the discarded buses in the respective rural areas to find use for them in schools.

With the help of the Munchee sales force, we went into the rural areas of Sri Lanka to find & select schools that had minimum facilities. We found discarded buses from around the area, bought & refurbished them; to utilise them as functioning Libraries for children in the selected schools.

With the overwhelming  response we received for our first two projects, we decided to expand our project to reach 24 schools within a year; enabling us, to enrich the lives of thousands of children with better facilities & better access to knowledge

The partnership with the channel enabled us to drive our core inspiration to the general public better along with higher brand relevance.