Along with Project Nanhi Kali, #LadkiHaathSeNikalJayegi campaign of the Mahindra Group is not only dispelling misconceptions, but also encouraging society to empower girls with education.
Among the activities to reinforce the movement is the film that shatters the myth that the discrimination against educating a girl child exists only in rural India - it is prevalent in cities too. The film, shot in a semi-urban setting, through a conversation between a girl and her father, challenges the prevalent mindset and provides a new perspective to the adage ‘Ladki Haath Se Nikal Jaayegi’.
Interestingly, the other nuances of the film have been drawn from a social media listening exercise on social issues:
- Girl child education is among the most talked about issues online.
- It is a common desire among parents to be protective of daughters. Even working mothers felt the need to restrict their movements.
- Men often self-appoint themselves as protectors of women.
- It is an accepted belief that certain jobs are for women, and certain jobs aren’t.
Sheetal Mehta, Senior Vice President -- CSR and Executive Director, K.C. Mahindra Education Trust, explaining the purpose of the campaign, says, “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.”
“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,” said Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra Group.
For decades, Mahindra Rise has been supporting the cause of educating the girl child. Project Nanhi Kali, since 1996, has empowered over 350,000 girls including 153,999 girls in this past year. This reach has been possible thanks to over 4,560 Community Associates, who tutor our Nanhi Kalis for two hours every day, six days a week through the year, working across 5,262 Academic Support Centers in remote, tribal, and rural pockets, as well as urban slums in 11 states of India.
"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," says Robby Mathew, Chief Creative Officer, FCB Interface..
The critically-acclaimed campaign has gone live across all digital channels of Mahindra Rise. To spread the word and create a movement to support the cause of girl child education, other activities are being planned to celebrate women who have achieved greatness by taking that crucial first step.