The K.C. Mahindra Education Trust has redefined its Project Nanhi Kali initiative by integrating football into the educational curriculum for underprivileged schoolgirls across India. This new campaign, developed in collaboration with Ogilvy, underscores the Trust’s commitment to holistic education, combining academic learning with essential life skills gained through sports.
Project Nanhi Kali, originally launched to support underprivileged girls in completing ten years of schooling, is now aligning with the National Education Policy’s emphasis on incorporating sports into education. Through this initiative, the girls are introduced to football, which aims to foster confidence, leadership, and self-worth beyond the sports field.
The campaign film, produced by Ogilvy India, captures the transformative impact of football on these young girls, showcasing real-life stories from various schools involved in the program. The film highlights how the sport is empowering girls with values such as teamwork, perseverance, and resilience.
Since its inception, Project Nanhi Kali has impacted over 700,000 girls across India. Sheetal Mehta, Trustee and Executive Director of the K.C. Mahindra Education Trust, remarked, “Project Nanhi Kali empowers underprivileged girls through a blend of education and sports leadership training. Our new film, ‘Lessons from a Football,’ vividly illustrates how football instills critical values like teamwork and leadership. By integrating sports into our program, we are nurturing strong, confident leaders ready to face the world”.
Asha Kharga, Chief Customer and Brand Officer at Mahindra Group, added, “Nanhi Kali exemplifies Mahindra’s philosophy of ‘Rise.’ Our new campaign reflects an innovative approach to education, aligning with the National Education Policy. By integrating sports into our curriculum while maintaining focus on core subjects, we are equipping girls with the confidence to succeed.”
Ogilvy India conceptualized the campaign film, with Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers at Ogilvy India, expressing their inspiration from their visits to rural Nanhi Kali centers. “We spent valuable time interacting with the Nanhi Kalis and their coaches, which deeply influenced our creative direction. The stories of how football has impacted these girls’ confidence and self-worth inspired us to produce this compelling communication”, they said.
Director Afshan, who worked closely with the girls for the film, added, “It has been an honor to bring these incredible stories to life. Working with the Nanhi Kalis, who had never faced a camera before, has been a remarkable experience”.
This innovative approach aims to further enhance the effectiveness of Project Nanhi Kali by integrating sports into the educational framework, thereby providing a comprehensive development platform for underprivileged schoolgirls in India.
