Nestlé India has tied up with the NGO for girl child education, Project Nanhi Kali, to launch an initiative #EducateTheGirlChild. A film conceptualised by Famous Innovations has been rolled out for the same.
The film opens with a young girl shown chopping her hair off. Her friend who is standing there asks her the reason for the same. The girl replies that her father stopped her elder sister from going to school and said that only her brother can go. The girl says that she is cutting her hair to have short hair like her brother. She goes on to point to the shirt she's wearing and says that it will make her look like a boy, and can then go to school. The film ends with a message that reads 'In India, around 20 million girls are still denied education.'
Chandrashekhar Radhakrishnan, senior VP and head of communications and eCommerce, Nestlé India, said, “This partnership is a powerful tool to promote education of the girl child that has been championed by Project Nanhi Kali for years. The objective is to sensitise and draw attention to the fact that society needs to embrace collective responsibility in ensuring that more girls have the opportunity to pursue education. This is Nestlé India’s humble way of making a small yet deeply felt contribution to a cause that is important and vital to our society.”
Raj Kamble, founder and chief creative officer, Famous Innovations, said, “The film started with a simple insight that exists not just among underprivileged girls, but women in general. Any woman who has seen a man enjoy an unfair privilege, purely based on gender, will relate to this story. We wanted to bring out the insight in an honest, genuine manner without over-dramatisation. We hope our viewers will be moved by our attempt to show the world through the young girl’s point of view.”
Sheetal Mehta, trustee and executive director, Project Nanhi Kali, added, “It is heart-breaking to see the massive number of girls in India who are denied the right to education. We are seeing a positive momentum already post the launch of the film, and we hope that this film and the association with Nestlé will move more people to champion the cause of girl child education.”
Client: Nestle India, Project Nanhi Kali
Agency: Famous Innovations
Production house: Curious Films.
Directed by: Nitin Pradhan