Nanhi Kali, an NGO project to promote primary education of underprivileged girl children, celebrated Teachers Day with a campaign which featured some of the girls getting educated through the project. The film has been conceptualised by Famous Innovations.
It features girls from different schools completing the sentence “When I grow up, I want to be a teacher because...”. Through the response, each girl articulates the role teachers have played in their lives. The young girls talk about how their teachers have been encouraging, nurturing, supportive and always encouraged them to be inquisitive. The film ends with a call to action, so that the project can reach out to more girls - through the Nanhi Kali website.
Sheetal Mehta, executive director, KC Mahindra Education Trust, said, “We are very proud and excited about the film. Without the dedication and efforts of our teachers, it would be impossible for our project to educate the underprivileged girls it reaches today. Seeing how much they mean to our Nanhi Kalis was a real delight, and we are sure this emotion will resonate with viewers.”
Raj Kamble, founder and CCO, Famous Innovations, said, “I always feel that after school, we get too busy and never appreciate our teachers as much as we should. That's why we decided to capture the thoughts of real Nanhi Kalis in our film. With a reach of around 100,000 girls, this project epitomises the change that teachers can impact.”
The film was launched on 5 September through a social media campaign. It was also played before and after the Prime Minister’s address on Teacher’s Day and on Hindi news channels.
Client: Project Nanhi Kali
Agency: Famous Innovations
Creative team: Raj Kamble, Abhay Puri, Kushal Birari
Head of strategy: Arun Raman
Account management: Mithila Saraf
Agency producer: Khushnaaz Jamshedji
Digital agency: BC Webwise
Production house: Praveen Nischol Productions
Director (film): E Niwas
Producer: Praveen Nischol
DOP: Santosh Thundiyil
Music: Ajay Vas