Celebrate Raksha Bandhan with Nanhi Kali’s #ShikshaBandhan 

image-Raksha Bandhan Nanhi Kalis #ShikshaBandhan -MediaBrief.jpg

In a heartwarming social media led campaign, Project Nanhi Kali talks about the occasion of Raksha Bandhan and the quintessential emotion it brings out between siblings, but with a unique twist on the celebration of it.  It weaves the classic tradition of a brother giving his sister a gift and promising her protection beautifully with the brand ethos.

The campaign highlights education as the best form of protection that sisters can be empowered with, along with going beyond the brother-sister dynamic of the occasion to acknowledge the bond between sisters as well as the ‘rakhi brother/sister’ angle.

Featuring a series of videos through which underprivileged girls through Project Nanhi reach out to celebrities to celebrate #ShikshaBandhan with a gift of education. The girls address them directly, presenting them with handmade rakhis and asking for a gift of education in return.

From Bollywood superstars like Vicky Kaushal, Vidya Balan and Ayushman Khurana to sports icons such as Sachin Tendulkar, Virat Kohli and MS Dhoni and to strong female icons like Faye D’Souza the celebrities addressed in the campaign are those the little girls connect with on a certain personal level.

With the Project’s successful intervention in 10 states across India, it also takes its message of celebrating #ShikshaBandhan across languages by calling out to regional stars like Prabhas and Diljit Dosanjh.

The videos capture the Nanhi Kalis’ emotions in a real way and have been shot entirely from their home during the lockdown, in collaboration with the on-ground team and Nanhi Kali tutors.

Sr. No. Celebrity/Influencer Category
1 Sachin Tendulkar Sports
2 Virat Kohli – 2 Nanhi Kalis Sports
2 MS Dhoni Sports
3 P.V. Sindhu Sports
4 Swara Bhaskar Celebrity Actress
5 Ayushman Khurana – 2 Nanhi Kali sisters Celebrity Actor
5 Aparshakti Khurana Celebrity Actor
6 Vicky Kaushal Celebrity Actor
8 Deepika Padukone Celebrity Actress
9 Taapsee Pannu Celebrity Actress
10 Faye D’souza Journalist
11 Barkha Dutt Journalist
12 RJ Jituraj (Tag Radio Mirchi) RJ at Radio Mirchi
13 Diljit Doshanjh Celebrity Actor
14 Prabhas Celebrity Actor- South
15 Kalki Kanmani Celebrity Actress
16 Vidya Balan-Shakuntala Devi connect Celebrity Actress
17 Prajakta Koli Influencer, Content Creator, Comedian

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