Attitudes Towards Girls Still Need To Change: Mahindra Group
The CSR Journal spoke to Sheetal Mehta and Vivek Nayer from the Mahindra Group about education and the need for corporates to come together for effective CSR. Mehta is Chief – CSR Initiatives, Mahindra & Mahindra Ltd. and Executive Director, K. C. Mahindra Education Trust. Nayer is Chief Marketing Officer, Group Corporate Brand for Mahindra Group.
With the #LadkiHaathSeNikalJayegi campaign, they are turning the oft-heard phrase “Ladki haath se nikal jaayegi” on its head into a message of positive empowerment for girl child education. The Mahindra team conducted a detailed social media listening exercise on social issues. Not surprisingly, girl child education was among the most talked about issues online.
Focus group discussions highlighted that men often self-appointed themselves as protectors of women. Even today, there is an accepted belief that certain jobs are for women, and certain jobs aren’t. The #LadkiHaathSeNikalJaayegi campaign film has been conceptualized keeping these insights in consideration.
“Mahindra is a socially responsible and trusted brand but with our RISE philosophy, we not only want to do good in the community, but also aim to inspire others to do good in order to drive societal change. This is the heart of Mahindra’s ‘Rise for Good’ campaigns,” said Nayer.
Project Nahi Kali, since 1996 has empowered over 350,000 girls, including 153,999 girls in this past year alone. This massive undertaking was made possible thanks to over 4,560 Community Associates who tutor our Nanhi Kalis for 2 hours every day, 6 days a week through the year, working across 5,262 Academic Support Centres in remote, tribal and rural pockets, as well as urban slums in 11 states of India. The objective of the campaign is to increase awareness and encourage more and more people to join the movement.
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The CSR Journal Team
