The award-winning LadkiHaathSeNikalJaayegi campaign encourages society to empower girls with education. This time, Mahindra Group, along with Project Nanhi Kali have taken a quirkier approach by presenting girl empowerment in an all-new avatar with the ‘Rise Up - Anthem for the Girl Child’. Created by one of India’s top female rapper DeeMC and dancer Simi Talsania, this unconventional rap mix, was released on National Girl Child Day (January 24th).
Rise Up – Anthem for the Girl Child’, leverages contemporary culture to reinforce the message that education can empower a girl, give her the independence to make her own decisions and in the process change the meaning of the adage ‘LadkiHaathSeNikalJaayegi’. Aimed at encouraging the society to Rise, and uninhibitedly harness the power of girl child education to drive societal change, the campaign gives a positive spin to negative perception.
Sheetal Mehta, Senior Vice President – CSR, Mahindra Group, and Executive Director, K.C. Mahindra Education Trust, said, “Our campaign #LadkiHaathSeNikalJaayegi, referred to the patriarchal attitudes towards girls which