The campaigns that I like -1 : Nanhi Kali

Mahindra has been always a company I admire, because the products and services I have experienced are really good. An Indian company that is rising in the global market, that has a group chairman who is very positive through words and communicates efficiently in the social media – what can be more aspiring than to wish to work with a company like this as communications professional. Mahindra group thrives on the human desire to rise. Their purpose is to rise for good: of the employees, stakeholders and the society at large. There are many amazing campaigns that they work under the tag of #RiseForGood. I like #LadkiHaathSeNikalJayegi the most, which is a campaign that supports Project Nanhi Kali.

There are a lot of problems in our society that affect women like child marriage, dowry death, domestic violence and Mr. Anand Mahindra believes that educating girl child can help eradicate most of them. Once they are educated and they are empowered, they can help themselves and the society around them. Nanhi Kali was formed in the year 1996 for supporting the education of girls until the class of 10 by providing financial assistance to them. The project offers sponsorship programs where individuals and corporates can participate by sponsoring education of a girl child for a minimum period of a year.

Mahindra had launched a campaign that redefined Ladki haath se nikal jayegi. In our patriarchal society it means that if she is given freedom, she will not stay in the control of her parents anymore. The video story released guides us through a conversation where the father explains her daughter that when a girl grows in her life, achieves a certain level of success and is capable of taking her own decisions, that is referred to a Ladki haath se nikal jayegi. Apart from that video story, there is a rap song by Dee MC featuring Simi Talsania, which is the anthem for girl child.  They have launched a yellow tablet project where they provide tablets so that girls do not suffer from frequent power cuts. They launched Proud Fathers for Daughters where certain excellent photographers would come and click pictures of fathers with their daughter and show the emotion between them. It has seen celebrities coming up and registering for it, the fund collected from registration is later used for the cause. The latest one being #SikhshaBandhan in June 2020 where the girls have made a rakhi for a certain celebrity and asked for education as a gift. These campaigns have helped Nani Kali project gain momentum. If you know of any other campaigns like this, please let me know in the comments below.