Uber-hip campaign, Rise Up – Anthem for the Girl Child, from Nanhi Kali

Deepa DMC and Simi Talsnia in Rise Up Anthem For Nanhi Kali from Mahindra - MediaBrief

The Mahindra Group, together with the Project Nanhi Kali, has marked the National Girl Child Day with the launch of ‘Rise Up – Anthem for the Girl Child’. From the word go, the new video film under the #LadkiHaathSeNikalJaayegi campaign sears you with style, vim and verve, building a funky musical  celebration of unconventional musical choices available for girl-child education, raps out a fabulous story, and even as you’re wanting more, is over.

The film with its fabulous style, music and uber-hip cast, setting, shoot, edit and music, and featuring Deepa Unnikrishnan, aka Dee MC and Simi Talsania, is as brilliant in its fast-paced lyrical narrative. And as unforgettable as its predecessor released in August last year — remember the brilliant, heartwarming film based on the love a young father has for his little school-going daughter?  It was an easy-going, beautiful, authentic narrative set and shot in a very real-looking small town, and the amazing bond between the startlingly forward-thinking, wise and caring young father of his cute-as-a-button little girl still warms one’s heart.

Well, with this second film, the Nanhi Kali Foundation has just broken the generally serious messages one might expect about girl-child education – about conventional careers. What Nanhi Kali can definitely achieve with this film is make learning and education appeal to young girls and their parents and guardians like never before. The film can is certain to get conversations going around #LadkiHaathSeNikalJaayegi, on unconventional career choices of women.

And here’s that first gem, released in August 2018:

Coming back to the Rise Up Anthem, it is a rap mix, through a first-time collaboration between Deepa Unnikrishnan, aka Dee MC, a writer and vocalist who is regarded as one of India’s finest female rappers, and Simi Talsania, one of the upcoming female dancers in the hip-hop space in the country. The anthem went across all digital channels of Project Nanhi Kali and Mahindra Rise, and will be reinforced through the social media pages of the two artistes.

Created by Mahindra Group and Project Nanhi Kali, the anthem was conceptualized by 22feet Tribal Worldwide, Mumbai

“Mahindra is a socially responsible and trusted brand, and with the Rise for Good initiatives, we not only want to do good in the community, but also aim to inspire others to drive societal change,” Vivek Nayer, CMO – Group Corporate Brand, Mahindra & Mahindra Ltd, said about the purpose and genesis of the anthem. “#LadkiHaathSeNikalJayegi was one such campaign which provided a positive perspective on an age-old and negative mindset,” Nayer said, adding, “Expanding the mindset beyond girl child education and helping them envision their preferred, potentially unconventional career choices was the logical succession to the campaign… We are thrilled to be launching the ‘Rise Up’ anthem, and there could be no better role models than Dee MC, a rapper, and Simi, a dancer in the hip-hop genre, to help us tell this story differently.”

Our TAG (Teen Age Girls) Report launched recently revealed that 74 percent girls wish to work after their studies, and have a specific career in mind. The Rise Up anthem will definitely open up the minds of girls and encourage them to be fearless in making unconventional career choices: Sheetal Mehta, SVP – CSR, Mahindra Group, and Executive Director, K.C. Mahindra Education Trust

Sheetal Mehta, SVP – CSR, Mahindra Group, and Executive Director, K.C. Mahindra Education Trust, said, “Project Nanhi Kali has consistently communicated that education is the only tool which enables girls to rise from a life of poverty and go on to live a life of dignity. Our campaign #LadkiHaathSeNikalJaayegi referred to the patriarchal attitudes towards girls, which discouraged them from getting educated, but gave a positive spin to the phrase, by linking their education to achieving their aspirations, to become self-reliant and independent women.”

“In fact, our TAG (Teen Age Girls) Report launched recently revealed that 74 percent girls wish to work after their studies, and have a specific career in mind,” Mehta said, adding, “The Rise Up anthem will definitely open up the minds of girls and encourage them to be fearless in making unconventional career choices.”

Deepa Unnikrishnan aka Dee MC is a 24 year old rapper from Mumbai who’s one of the front-runners of the growing hip hop community. She started her journey in 2012, and one of her popular tracks – “No More Limits” with over 2 million views. Deepa is also the Editor-in-Chief of South Asia’s leading hip hop news website DesiHipHop.com and is slated for a Bollywood debut in the upcoming movie “Gully Boy”.

Simi Talsania is one of the upcoming female dancers in India has choreographed the dance, also featured in the video. She was part of the reality show and crew of Dance Plus 3; she has also been a part of AR Rahman’s concert crew.

One of 2018’s best campaigns

Launched in August 2018, #LadkiHaathSeNikalJaayegi campaign has more than 22 million views and provided 1572% lift in searches for not just keywords of campaign, but Nanhi Kali as well.

It has been recognized at several industry awards — the most recent being ‘Silver’ under the Corporate Advertisement / Reputation category at this year’s Effie Awards India 2019. This is the 4th award the campaign has received this year.

In addition, the campaign has been recognized for ‘Best Digital Campaign’ at 2nd Annual South Asia Laadli Media & Advertising Awards, 2018, ‘Best Use Of Social Media In Marketing’ and Marketing CSR Campaign of the Year’ at ET Now presents Stars of the Industry Awards (for excellence in CSR).

Project Nanhi Kali, since 1996, has empowered more than 350,000 girls till date, including 153,999 girls in the past year alone. This massive undertaking was made possible thanks to more than 4,949 Community Associates who tutor our Nanhi Kalis for 2 hours every day, 6 days a week through the year, working across 6044 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.

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