In a heartwarming social media led campaign, Project Nanhi Kali talks about the occasion of Raksha Bandhan and the quintessential emotion it brings out between siblings, but with a unique twist on the celebration of it. It weaves the classic tradition of a brother giving his sister a gift and promising her protection beautifully with the brand ethos. The campaign highlights education as the best form of protection that sisters can be empowered with, along with going beyond the brother-sister dynamic of the occasion to acknowledge the bond between sisters as well as the ‘rakhi brother/sister’ angle.
Featuring a series of videos through which underprivileged girls through Project Nanhi reach out to celebrities to celebrate #ShikshaBandhan with a gift of education. The girls address them directly, presenting them with handmade rakhis and asking for a gift of education in return.
From Bollywood superstars like Vicky Kaushal, Vidya Balan and Ayushman Khurana to sports icons such as Sachin Tendulkar, Virat Kohli and MS Dhoni and to strong female icons like Faye D’Souza the celebrities addressed in the campaign are those the little girls connect with on a certain personal level.
With the Project’s successful intervention in 10 states across India, it also takes its message of celebrating #ShikshaBandhan across languages by calling out to regional stars like Prabhas and Diljit Dosanjh.
The videos capture the Nanhi Kalis’ emotions in a real way and have been shot entirely from their home during the lockdown, in collaboration with the on-ground team and Nanhi Kali tutors.
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