Mahindra Group unveils #LadkiHaathSeNikalJaayegi in new avatar

25 Jan,2019

By A Correspondent

 

The Mahindra Group together with the Project Nanhi Kali marks the National Girl Child Day with the launch of ‘Rise Up – Anthem for the Girl Child’, that draws on from #LadkiHaathSeNikalJayegi campaign in an all-new avatar. The anthem is an unconventional rap mix, through a collaboration between Deepa Unnikrishnan, aka Dee MC and Simi Talsania.

 

Commenting on the purpose and genesis of the anthem, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd said: “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. #LadkiHaathSeNikalJayegi was one such campaign which provided a positive perspective on an age-old and negative mindset. Expanding the mindset beyond girl child education and helping them envision their preferred, potentially unconventional career choices was the logical succession to the campaign. Today, on National Girl Child Day, 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.”

 

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

 

 

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