Through Project Nanhi Kali, Mahindra Group has unveiled a fresh take on the phrase 'ladki haath se nikal jayegi' (the girl will go out of control).
Conceptualised by FCB Interface, the film's objective is to show the opportunities one has post education. Set in a semi-urban setting, the film shows a conversation between a young girl and her father while the duo are cycling to the former's school. As the duo are passing by one man uses the phrase 'ladki haath se nikal jayegi' to warn the father. As the film progresses, the conversation between the father and daughter shows it in a different light.
Sheetal Mehta, SVP - 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 #LadkiHaathSeNikalJayegi. We hope that every Indian citizen, will not only view this film, but also help spread awareness and contribute to this worthy cause.”
Vivek Nayer, CMO, 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.”
Robby Mathew, CCO, FCB Interface, added, "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"
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