The Mahindra Group and Project Nanhi Kali marked the National Girl Child Day with the launch of ‘Rise Up – Anthem for the Girl Child’.
The digital film draws on from #LadkiHaathSeNikalJayegi campaign in an all new avatar. This time the aim was to celebrate unconventional career choices of women which can be an inspiration for all Nanhi Kalis in India and help refuel conversations around #LadkiHaathSeNikalJaayegi. The anthem is an unconventional rap mix, through a first-time collaboration between Deepa Unnikrishnan, aka Dee MC, who is regarded as one of India’s finest female rappers (writer and vocalist), and Simi Talsania, one of the upcoming female dancers in the hip-hop space in the country.
Vivek Nayer, CMO, group corporate brand, Mahindra & Mahindra said, “Mahindra is a socially responsible and trusted brand, and with the Rise for Good initiatives, we not only want to do good in the community, but also aim to inspire others to drive societal change. #LadkiHaathSeNikalJayegi was one such campaign which provided a positive perspective on an age-old and negative mindset. Expanding the mindset beyond girl child education and helping them envision their preferred, potentially unconventional career choices was the logical succession to the campaign.”
“Project Nanhi Kali has consistently communicated 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. Our campaign #LadkiHaathSeNikalJaayegi, referred to the patriarchal attitudes towards girls which discouraged them from getting educated, but gave a positive spin to the phrase, by linking their education to achieving their aspirations, to become self-reliant and independent women. The Rise Up anthem will definitely open up the minds of girls and encourage them to be fearless in making unconventional career choices,” said Sheetal Mehta, senior vice president – CSR, Mahindra Group, and executive director, KC Mahindra Education Trust.
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Watch the film conceptualised jointly by FCB Interface and PivotRoots along with Club Mahindra's in-house team