Mahindra Group’s #LadkiHaathSeNikalJayegi campaign changed the meaning of this often-used phrase by turning it on its head. The drive, designed to further the cause of girl-child education, included a heartwarming short film that shatters stereotypes. As the campaign continues to bring about a positive change by challenging existing paradigms towards women empowerment, we recall the inception, process and execution of the radical film through a showcase.
For more than two decades, Mahindra, along with Project Nanhi Kali, has championed the cause of the girl child education in India, driven by the belief that education is the single most powerful intervention to empower young girls to chase their dreams. However, while providing free education and material support is the first step, the bigger challenge was to address existing paradigms towards women empowerment in general and girl child education in specific.
Armed with this belief, the team conducted a detailed study with the following approach that led to key findings –
- Listened to over 8 million conversations over a 6 month period using our in-house Strategic Digital Intelligence Cell
- Reviewed existing research like IPSOS survey on what worries the world, Deloitte Millennial Survey, PWC survey on millennials.
- Led focused group discussions
- Women safety and girl child education accounted for 45% of relevant conversations.
- It is a common desire among parents to be protective of the daughter. Even working mothers felt the need to restrict their daughters.
- Even today, there is an accepted belief that certain jobs are for women, and certain jobs are not.
During the study, the phrase ‘Ladki haath se nikal jaayegi’ was frequently used to describe the limitations put on girls. The phrase, embodies the existing situation that many women find themselves in – control, limitations, and lack of opportunities. However, it also represented everything the team was trying to change, through girl child education. Therefore, ‘Ladki haath se nikal jaayegi’ came to stand for better things.