Delhi: The K.C. Mahindra Education Trust has announced the re-defined intervention from Project Nanhi Kali with a campaign that integrates football into the curriculum for underprivileged schoolgirls across India. This campaign was created by Ogilvy.
KC Mahindra Education Trust started Project Nanhi Kali aimed to encourage and support underprivileged girls to complete 10 years of schooling. In alignment with the National Education Policy which advocates integration of sports as part of the curriculum, Project Nanhi Kali is introducing the girls to the game of football.
Project Nanhi Kali’s campaign film aims to capture the power of football on young girls, highlighting real-life stories of schoolgirls from across India who are part of this program.
https://youtu.be/R5icw4Pvuao
Commenting on the new film, Sheetal Mehta, Trustee and Executive Director, K.C. Mahindra Education Trust, said, “At Project Nanhi Kali, we empower underprivileged girls through a transformative blend of education including 21st-century skills and sports leadership training. This holistic approach provides the girls with the essential tools to succeed in life. Our 'Lessons from a Football' film vividly showcases how football teaches crucial values like teamwork, leadership, and perseverance. By incorporating sports into our program, we see Nanhi Kalis evolving into strong, confident leaders who are ready to take on the world.”
Asha Kharga, Chief Customer and Brand Officer, Mahindra Group, also added, “Nanhi Kali represents Mahindra’s philosophy of Rise in action. We approached the new campaign with the mindset of an innovation launch. In alignment with the National Education Policy, Nanhi Kali has revamped its curriculum to be more holistic by integrating sports, while maintaining a focus on English, Math, Digital & Financial Literacy, and Soft Skills.“
“We needed to effectively communicate this shift and a day with the Nanhi Kalis in the village of Jambusar gave us rich insights. For these girls, football is more than a sport, it instills in them the confidence to Rise.”
Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers of Ogilvy India, opined, “We visited a rural Nanhi Kali centre and spent a lot of quality time interacting with several Nanhi Kalis, and their coaches. The raw, captivating, and liberating stories of what the simple game of football has come to mean for these little girls and their sense of confidence and self-worth, is what inspired us to create this piece of communication.
“It is a privilege and honour for all of us at Ogilvy to partner with the super-driven Nanhi Kali client team in this journey. We are also very pleased with what our director, Afshan, has been able to bring to life in this film, working with so many amazing actual Nanhi Kalis who had never ever faced a movie camera in their lives, before this film.”
Team Credit
Creative Partner: Ogilvy India.
Chief Creative Officers India: Kainaz Karmakar & Harshad Rajadhyaksha
Production House: Good Morning Films
Director: Afshan Hussain Shaikh
Executive Producer: Vikram Kalra
Producer - Prasanna Naik
DOP - Tassaduq Hussain
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