In an initiative for Teacher's Day, Project Nanhi Kali has launched a new film that celebrates teachers with a heartfelt thank you from some of the girls supported by the project. The project was initiated in 1996 by Anand Mahindra, chairman and managing director, Mahindra & Mahindra, Project Nanhi Kali provides education to underprivileged girl children in India. The spot has been created by Famous Innovations.
The spot features a series of little girls in different school settings, completing the sentence "When I grow up, I want to be a teacher because..."The idea was to showcase the essential role a teacher plays in young girls' lives, and the power he/she has in inspiring their dreams and ambitions. The film ends with a call to help reach more girls through the Nanhi Kali website.
Watch the film here:
Sheetal Mehta, executive director, K. C. Mahindra Education Trust, said, "We are very proud and excited about the film. Without the dedication and efforts of our teachers, it would be impossible for our project to educate the underprivileged girls it reaches today. Seeing how much they mean to our Nanhi Kalis was a real delight, and we are sure this emotion will resonate with viewers."
Added Raj Kamble, founder and CCO, Famous Innovations, was also optimistic about the spot. "I always feel that after school, we get too busy and never appreciate our teachers as much as we should. That's why we decided to capture the thoughts of real Nanhi Kalis in our film. With a reach of around 100,000 girls, this Project epitomises the change that teachers can impact."
The film was launched this morning and promoted online with a social media campaign. It also played before and after the Prime Minister's address on Teacher's Day on Hindi news channels.
Client: Project Nanhi Kali
Agency: Famous Innovations
Creative team: Raj Kamble, Abhay Puri, Kushal Birari
Head of strategy: Arun Raman
Account management: Mithila Saraf
Agency producer: Khushnaaz Jamshedji
Digital agency: BC Webwise
Published Date: Sep 05, 2014 17:33 PM | Updated Date: Sep 05, 2014 17:33 PM