CSR : Mahindra Group’s fresh take on girl child education with ‘Ladki Haath Se Nika lJayegi’

Aimed at reversing the negative perception around the phrase. Encouraging parents and the society at large to uninhibitedly harness the power of girl child education

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MUMBAI: Mahindra Group, along with Project Nanhi Kali, aims to dispel the misconceptions around girl child education, by taking on a fresh view for the phrase with the campaign#LadkiHaathSeNikalJayegi.

With the objective to demonstrate the opportunities that result from educating every girl child, this campaign will go live today across all digital channels of Mahindra Rise. A number of surround activities are planned, to spread the word and create a movement to support the cause.

These activities will celebrate women who have achieved greatness by taking that crucial first step. These women will be both from outside Mahindra, as well as inspiring stories of our own Nanhi Kalis.

The Mahindra team conducted a detailed social media listening exercise on social issues.

The film has been conceptualized keeping these insights in consideration. A semi-urban setting was chosen for the film to ensure relatability, given that these beliefs exist not just in rural India, but also in cities. It is through a conversation between a girl and her father that the prevalent mindset is challenged by providing a new perspective to Ladki Haath Se Nikal Jaayegi.

Project Nahi Kali, since 1996 has empowered over 350,000 girls, including 153,999 girls in this past year alone. This massive undertaking was made possible thanks to over 4,560 Community Associates who tutor our Nanhi Kalis for 2 hours every day, 6 days a week through the year, working across 5,262 Academic Support Centres in remote, tribal and rural pockets, as well as urban slums in 11 states of India. The objective of the campaign is to increase awareness and encourage more and more people to join the movement.

(Based on Mahindra statement)

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