Mahindra Group, along with Project Nanhi Kali, aims to dispel the misconceptions around girl child education, by taking on a fresh view for the phrase with the campaign #LadkiHaathSeNikalJaayegi. With the objective to demonstrate the opportunities that result from educating every girl child, this campaign went live across all digital channels of Mahindra Rise.
A number of surround activities are planned, to spread the word and create a movement to support the cause. These activities will celebrate women who have achieved greatness by taking that crucial first step. These women will be both from outside Mahindra, as well as inspiring stories of our own Nanhi Kalis.
Commenting on the purpose and genesis of the campaign, Sheetal Mehta, Senior Vice President, CSR and Executive Director, K.C. Mahindra Education Trust, said, “With over two decades of experience in educating girls, Project Nanhi Kali has sufficient evidence that education is the only tool which enables girls to rise from a life of poverty, and go on to live a life of dignity. The objective of this campaign is to change attitudes towards girls, by giving a positive perspective to the phrase #LadkiHaathSeNikalJaayegi. We hope that every Indian citizen, will not only view this film, but also help spread awareness and contribute to this worthy cause.”
The film was conceived and scripted by FCB Interface. The Chief Creative Officer, from FCB Interface, Robby Mathew, said, “This film is an ode to the unsung heroes, who reject our society’s patriarchal mindset and encourage their daughters to fly. It is a celebration of a girl child’s dreams and her father’s determination to make it happen. It changes the meaning of this often-used phrase ‘Ladki Hath Se Nikal Jaayegi’ and instead uses it to make a case for putting her destiny back into her own hands.”
Click on the link to view the film – https://youtu.be/eDWAyOJsOig