The K.C. Mahindra Education Trust has launched an inspiring new campaign for Project Nanhi Kali, creatively developed by Ogilvy, that integrates football into the curriculum for underprivileged schoolgirls across India. This innovative initiative reflects the Trust’s commitment to providing a holistic education, blending academic learning with life skills learned through sports.
Project Nanhi Kali was established to support underprivileged girls in completing their education. In alignment with the National Education Policy, which emphasizes the inclusion of sports in education, the project introduces girls to football, fostering their growth in confidence, leadership, and self-worth.
The campaign film vividly captures the transformative impact of football on young girls, sharing authentic stories of empowerment from participants across India. Through the sport, these girls learn crucial values like teamwork, perseverance, and resilience, which equip them for future challenges beyond the playing field.
Sheetal Mehta, Trustee and Executive Director, highlights that Project Nanhi Kali’s holistic approach is empowering girls to become strong leaders ready to tackle the world. Asha Kharga, Chief Customer and Brand Officer of Mahindra Group, emphasizes that football instills the confidence to rise above challenges, embodying Mahindra’s philosophy of “Rise.” Ogilvy India crafted this moving campaign, drawing inspiration from the raw and liberating experiences of the Nanhi Kalis, showcasing the true essence of empowerment through sports.