Mahindra Group in alliance with Project Nanhi Kali initiated a new campaign which focuses on girl’s education. The campaign titled “Lardki hath se nikal jayegi” wants to dismiss the misunderstandings about female education in our society by taking on a fresh view for the slogan with the campaign.
The main objective of this campaign is to reveal the opportunities that result from educating every girl child. The campaign went live few days back across all digital channels of Mahindra Rise. As part of the campaign, a number of activities are planned to spread the word and create a movement to support the real cause.
Sheetal Mehta, Senior Vice President- CSR and Executive Director, K.C. Mahindra Education Trust while commenting on the purpose and starting of this campaign said that with over two decades of experience in educating girls, Project Nanhi Kali has enough proof that education is the only tool which enables girls to grow from a life of poverty and go on to live a life of dignity. The aim of this campaign is to change attitudes towards girls, by giving a positive view to the phrase #LadkiHaathSeNikalJayegi. This is an Indian advertisement but it needs to go live on every TV channel which is broadcasted worldwide. Our nation wants such inspiring advertisements.
Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra Group said, “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. With the #LadkiHaathSeNikalJayegi campaign we’re turning this phrase on its head into a message of positive empowerment for girl child education and their ensuing success.”
A detailed social media listening exercise was conducted by The Mahindra team on social issues. Not unpredictably, girl child education was among the most talked about issues online. Moreover, focus group discussions highlighted that:
- It was a common need among parents to be protective of the daughter. Even working mothers felt the need to confine their daughters’ movements.
- Men often self-appointed themselves as protectors of women.
- Even today, there is a customary belief that certain jobs are for women, and certain jobs aren’t.
The film has been conceptualized while keeping these insights in consideration. A semi-urban setting was chosen for the film to ensure reliability, given that these beliefs exist not just in rural India, but also in cities and other places. It is through a conversation between a girl and her father that the common frame of mind is challenged by providing a new perspective to ‘Ladki Haath Se Nikal Jaayegi’.
The film was produced and scripted by FCB Interface. The Chief Creative Officer, from FCB Interface, Robby Mathew, said that this film is a couplet to the unsung heroes, who refused our society’s patriarchal mindset and give confidence to their daughters to fly. It is a celebration of a girl child’s dreams and her father’s willpower 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 fate back into her own hands”