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Category: Ad Campaigns

  • “We are dedicated to driving meaning and distinction through our campaigns:” Diageo India’s Varun Koorichh

    “We are dedicated to driving meaning and distinction through our campaigns:” Diageo India’s Varun Koorichh

    Mumbai: In life, choosing the road less traveled often makes the biggest impact. The recent Choosebold 2.0 campaign by Royal Challenge packaged drinking water celebrates this spirit with stars like Virat Kohli, Smriti Mandhana, and Vidyut Jammwal. Through their stories of bold choices, the campaign aims to inspire others to break free from convention and live boldly.

    Indiantelevision.com caught up with Diageo India VP and portfolio head, marketing, Varun Koorichh to gain deeper insights about the campaign, its long-term goals, and more…

    Edited Excerpts:

    On Choose Bold 2.0 differing from last year’s campaign

    The initial phase of the Choose Bold campaign from last year (Naya Sher anthem) established Naya Shers as bold and fearless individuals who choose an unconventional path, they embrace a bold journey, unafraid of the challenges or consequences. This year, we’re making a significant shift in perspective to further elevate and deepen this core philosophy in the minds of our consumers. Choosing Bold isn’t just about being brave, it’s about embracing challenges and winning against all odds with the belief that life chooses you when you choose bold. We aim to reinforce the brand’s core ethos and deepen its resonance, positioning Choose Bold 2.0 as not just a continuation but a significant advancement in our journey to inspire and empower.

    On Royal Challenge packaged drinking water’s philosophy in this year’s 360-degree marketing campaign

    The Choose Bold philosophy is integrated throughout our 360-degree marketing campaign via key strategies, reflecting our commitment to fostering boldness in every facet of life.

    1   This year, we’ve enhanced the ChooseBold narrative using a linear storytelling approach, featuring influential figures like Virat, Smriti, and Vidyut. It creates a coherent journey that our audience can connect with on a personal level, making the message about bold choices more impactful and relatable.

    2   Our campaign is designed to be omnipresent, seamlessly engaging our audience across various channels. We’ve integrated our message across digital platforms, social media, traditional media and on-ground activations. This unified approach creates an immersive brand experience and reinforces our message consistently.

    3   We are dedicated to driving meaning and distinction through our campaigns. The ChooseBold 2.0 campaign goes beyond promoting bold choices; it highlights the importance of these choices in shaping one’s identity and future. By encouraging our audience to make bold choices and play their own game every day, we strive to make a lasting impact that sets our brand apart in the marketplace.

    On the selection process of ambassadors like Virat Kohli, Smriti Mandhana, and Vidyut Jamwal for Choose Bold 2.0 and the unique qualities or values they bring to the campaign

    Selecting Virat Kohli, Smriti Mandhana, and Vidyut Jamwal for Choose Bold 2.0 strategically aligns our campaign with individuals embodying fearlessness and determination. Virat Kohli, a global cricket icon, the epitome of bold choices embodies the spirit of rising against all odds. For over a decade, he has been a prominent part of Royal Challenge Packaged Drinking Water, perfectly reflecting the brand’s message. Smriti Mandhana, a trailblazer in women’s cricket, showed bold leadership by guiding her team to victory in the Women’s T20 tournament, demonstrating remarkable resilience. She embraced boldness and took risks when others played it safe, proving herself as a formidable force to be reckoned with. And, the nation’s best action hero, Vidyut Jammwal embraced boldness by returning to his martial arts roots after overcoming a significant injury. These stories of perseverance perfectly reflect the bold choices we aim to celebrate with Choose Bold 2.0. Together, these Naya Shers authentically connect with diverse audiences, inspiring them to embrace bold choices and champion their own paths with confidence.

    On Choose Bold 2.0 campaign’s market reach expansion and your plan to adapt the messaging or strategy for these markets

    At present, our focus is on expanding our presence in regional markets. We recognise the importance of connecting with diverse audiences across different regions, each with its unique preferences and cultural nuances. This approach allows us to tailor our campaigns and messages effectively, ensuring relevance and resonance locally.

    On the role that digital marketing plays in Choose Bold 2.0 compared to traditional channels

    As a digital-first organisation, we leverage the vast reach and capabilities of digital media to create a comprehensive and effective marketing approach. This allows us to reach a global audience with tailored messages, expanding our brand’s visibility and engagement beyond the limits of traditional channels. Our campaigns are seamlessly integrated across multiple platforms, maintaining consistent messaging and a unified brand experience. This omnichannel approach helps us identify the consumer journey and target effectively, resulting in a more cohesive and impactful marketing strategy.

    On the long-term brand goals that the Choose Bold campaign aims to achieve

    The Choosebold 2.0 campaign is designed to achieve long-term brand goals that will drive the overall equity of the brand and solidify its position as a true challenger brand in the market. The campaign will position our brand as a distinctive and innovative leader and help us achieve sustained growth and success. Our aim is to challenge the status quo by redefining consumer expectations and establishing new standards in the industry.

  • adidas reinvigorates positive sporting culture ahead of Paris Olympics 2024

    adidas reinvigorates positive sporting culture ahead of Paris Olympics 2024

    Mumbai: Committed to helping athletes achieve their goals, adidas launches the next chapter of its global campaign ‘You Got This’. The campaign comes together in a series of nine 15-second films that showcase the resilience of athletes and how each of them navigates the weight of expectations ahead of the Paris Olympics 2024. The campaign focuses on helping athletes activate the ‘backyard mindset’ that shifts their focus from negative pressure and invokes a sense of joy for their individual sport.

    Set against the song ‘Under Pressure’ by Queen & David Bowie, the ‘You Got This’ film delves into the minds of adidas Olympics qualified athletes Nikhat Zareen, Lovlina Borgohain, Saikhom Mirabai Charu, Manika Batra, Tajinderpal Singh Toor and Jyothi Yarraji, and Para Olympics qualified Sumit Antil, Palak Kohli and Nishad Kumar, showcasing their individual journeys in disarming negative pressure. Over the years, adidas has stood strong with each of these athletes and reinforced its support with the ‘You Got This’ campaign, as they step closer to their dreams.

    As they compete on the global stage, adidas aims to reinstill a sense of confidence and motivation among the athletes through its empowering message ‘You Got This’.

    Speaking on the new brand campaign, adidas India GM Neelendra Singh said, “At adidas, we understand the immense pressure the athletes feel just before stepping onto the global stage. We take pride that our athletes will represent India at one of the most watched events globally and are dedicated to investing in their growth at every stage. Everything we do is rooted in sports and through the empowering message ‘You Got This’, we encourage athletes to ease pressure and just focus on the sport and the joy they derive from it.”

    The athlete films will be launched across a diverse range of media platforms to reach consumers across the globe and amplified through retail store activations.  

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by adidas India (@adidasindia)

     

  • OPPO India launches the #LiveUnstoppable campaign

    OPPO India launches the #LiveUnstoppable campaign

    Mumbai: OPPO India launched its new campaign, #LiveUnstoppable, to introduce the K12x 5G phone, the toughest 5G smartphone in its segment. The highlight is the music video ‘Mr K’ by Indian popstar, King.

    The song encourages youth to push boundaries and live unstoppable lives. Whether it’s adventuring outdoors, capturing best moments, or simply navigating everyday hustles, the durable and fast K12x 5G is designed to match their pace.  

    King, the popstar behind hits like ‘Maan meri jaan’ and ‘OOPS’ said, “The song and the OPPO K12x 5G go hand in hand. Just like the phone, the track is all about pushing boundaries and embracing diversity. ‘Mr K’ offers a perspective that perfectly captures the phone’s tough, fast, and versatile nature. I’m excited for everyone to see how this video brings that vision to life and inspires them to live unstoppable every day like I do.”

    Mr K — written, sung, composed, directed, and edited by King — spotlights the strength of the K12x 5G device with its lyrics. “Tough itna bana ke koi tod na saka” (made so tough that no one could break it) and “I am unstoppable you can trust me on it” emphasise the phone’s durability and reliability. KING’s message of being “unstoppable” mirrors the K12x 5G’s performance, showing it can handle any task with speed and strength, making it perfect for those who live unstoppable lives.

    OPPO India’s head of e-commerce Anshuman Bhatt said, “The youth always challenge the conventional. They are explorers, and they strive to excel at everything they do. The K12x 5G, sturdiest phone in its segment exemplifies this character. Our campaign with KING admires their resilient attitude through upbeat lyrics and beats. In less than 24 hours, the music video has garnered almost half a million organic views across platforms.”

    OPPO K12x 5G, starting at Rs 12,999, will be available on the OPPO e-store and Flipkart. The smartphone—available in two attractive colours: ‘Breeze Blue’ and ‘Midnight Violet’ — boasts segment-leading durability with ‘MIL-STD-810H’ military-grade certification, an IP54 rating for dust and water resistance, and segment-first splash touch technology, which allows users to operate the touchscreen even with wet fingers.

  • Cipla Health’s Prolyte ORS launches World ORS day campaign

    Cipla Health’s Prolyte ORS launches World ORS day campaign

    Mumbai: Prolyte ORS, the W.H.O. recommended Oral Rehydration Salt (ORS) formulation from Cipla Health Limited (‘CHL’), the wholly owned subsidiary and fast-moving consumer wellness arm of Cipla Limited (BSE: 500087; NSE: CIPLA EQ); has announced the launch of its latest campaign for its product Prolyte ORS- ‘W.H.O. recommended formula nahi, toh ORS Asli nahi’. It encourages consumers to choose their hydration beverage wisely for optimal results by choosing only W.H.O. recommended ORS formulations.

    It is recommended to drink at least two litres of water daily, but busy lifestyles often make this challenging. This is where ORS becomes crucial. A path-breaking study* found that ORS’s Beverage Hydration Index (BHI) is 1.5 times greater than water, meaning ORS hydrates better than water even for normal individuals.

    The campaign launched on World ORS Day (observed annually on 29 July), uses various touchpoints to create awareness about how beverages commonly assumed to be hydrating may not serve the purpose of hydration as they lack the requisite electrolyte content. Only W.H.O. recommended ORS formulations like Prolyte ORS serve as the gold standard in effectively tackling dehydration by restoring the body’s water and electrolyte balance. Starting with social media teasers and Out-Of-Home hoardings in Delhi, the campaign culminates in highlighting that the only W.H.O. recommended formula is the #AsliOrs. Prolyte ORS has partnered with the Indian Academy of Pediatrics (IAP) to educate travellers at Howrah and Sealdah stations about #AsliORS and the importance of optimal hydration and will also distribute Prolyte ORS samples to them.

    Consumers will also be encouraged to take a pledge to stay hydrated and opt for #AsliORS in doing so. Additionally, the brand has also onboarded nutritionists and dieticians to showcase the use of Prolyte ORS in providing hydration while also being a healthy, low-calorie and tasty formulation to consume. This will also feature its newest introduction – the Prolyte ORS Tangy Orange Flavoured Powder Pack.

    To drive public awareness about hydration and the importance of ORS in various regions, educational videos about ORS have been created with HCPs, integral stakeholders for the brand, in regional languages. Continuing Medical Education (CME) sessions for paediatricians are also being organised in Telangana. The campaign will also integrate this message via collaborations on radio and TV.

    Commenting on the launch of the campaign, Cipla Health Ltd CEO Shivam Puri said, “Hydration is key for overall wellness and choosing the right hydration option is crucial to staying energized. As a champion of everyday consumer health, Prolyte ORS is our solve for India’s daily hydration needs. It is a W.H.O. recommended ORS formulation, and it comes in ten delightful flavours and has low sugar content. This makes it one of the healthiest beverages in the market which is not just enjoyable and refreshing but is an optimum drink for everyday consumption. Through our World ORS Day campaign, it is our goal to educate consumers to stay hydrated and choose W.H.O. recommended ORS formulations that are proven to be effective in doing so.”

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by The Prolyte (@the_prolyte)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by The Prolyte (@the_prolyte)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by The Prolyte (@the_prolyte)

     

  • Campus unveils new brand campaign ‘You Go Girl’

    Campus unveils new brand campaign ‘You Go Girl’

    Mumbai: In an era where fashion-conscious individuals face scrutiny and trolling for their style choices on social media platforms, Campus Activewear unveils its latest brand campaign ‘You GO Girl’ featuring Sonam Bajwa. The campaign aims to redefine narratives and encourage women to boldly embrace their personal style and take charge of their fashion journey.

    Beginning with a strong sentiment, “LOG TOH KEHTE RAHENGE, LOGON KA KAAM HAIN KEHNA. DON’T STOP FOR THE WORLD, DO YOUR THING…YOU GO, GIRL!”, Campus sends a message to revolutionize fashion culture for women by breaking the old stereotypes associated with traditional footwear choices, and accepting their unique fashion statement. Therefore, Campus Activewear’s ‘You GO Girl’ campaign aims to boost the confidence of Indian women and motivate them to create their own style with the new women’s sneaker collection. Furthermore, the brand firmly upholds the belief that ideal footwear should seamlessly combine ease and style, ensuring no discomfort.

    Speaking of the campaign, Campus Activewear Ltd CMO Prerna Aggarwal said “Campus is on a mission to transform the way women perceive footwear in India. By combining Sonam Bajwa’s vibrant personality with our women’s sneaker collection, we aim to empower women and encourage them to embrace their individuality and stride confidently in stylish yet comfortable footwear. The essence of the ‘You GO Girl’ campaign lies in motivating women to let go of unnecessary worries and focus on feeling confident and empowered in every step they take. This initiative marks a significant cultural shift in the realm of fashion, making it more inclusive, accessible, and enjoyable for women across the country.”

    Moreover, recent industry reports state that the women’s footwear segment in India is expected to grow rapidly at a CAGR of 20 per net until 2027. Millennials and Gen Z, in particular, prefer highly comfortable footwear, and accessorising sneakers with almost every outfit has become a significant trend. Hence, the women’s sneaker collection offers versatile designs suitable for various occasions, allowing customers to create their own fashion statements. From campus activities to office settings and social gatherings, the sneaker collection redefines the narrative around fashion.

    Speaking about the association and the campaign, Sonam Bajwa said, “Gone are the days when women’s footwear was limited to traditional collections. Today, sneakers have become an essential accessory in every woman’s closet, suitable for any theme and occasion. The ‘You Go Girl’ campaign aims to further strengthen the fast-changing fashion narrative and motivate women to make their own fashion choices. I am glad to be a part of this campaign, empowering women to embrace their bold fashion statements. Fashion that defines you; style that brings out your authenticity and unique self.”

    To match the different occasions and settings, the sneaker collection features lifestyle shoes with chunky soles, classic court sneakers, and athleisure shoes with Nitrofly soles. Featuring Yasmin, OGL-06, Savvy, and other styles, the women’s sneaker collection, is now available at Campus Exclusive Brand Outlets (EBOs), Multi-Brand Outlets (MBOs), and exclusively on Myntra, with prices starting at Rs 799.

  • Archies launches interactive friendship day campaign #FriendshipByChance

    Archies launches interactive friendship day campaign #FriendshipByChance

    Mumbai: Archies foremost gifting brand, is excited to announce the launch of its innovative and interactive digital campaign for Friendship Day, titled #FriendshipByChance. This campaign aims to drive engagement and involvement of the masses on the @archiesonline account, encouraging people to share their unique friendship stories and celebrate with their friends.

    The #FriendshipByChance campaign is designed to prompt people to acknowledge their friends and wish them a Happy Friendship Day through engaging activities. Participants are invited to share their friendship stories with Archies, creating a wave of heartwarming and inspiring content across social media.

    In addition to the social media engagement, Archies has rolled out exclusive Friendship Day merchandise available both online and in stores. These specially curated gifts, including personalized cards, mugs, and photo frames, are designed to help friends express their love and appreciation in the most heartfelt way possible.

    “We are thrilled to launch the #FriendshipByChance campaign, which aims to celebrate the beautiful bonds of friendship, Friendship Day is all about cherishing those special relationships, and we want to provide a platform for people to share their stories and express their gratitude towards their friends. This interactive campaign is our way of bringing people closer and spreading joy,” said  Archies Ltd executive director Varun Moolchandani.

    Join Archies in celebrating Friendship Day by participating in the #FriendshipByChance campaign and making this day unforgettable for your friends.

     

     

  • Sara Ali Khan shines in Shopsy’s latest value shopper campaign

    Sara Ali Khan shines in Shopsy’s latest value shopper campaign

    Mumbai: Shopsy hyper-value platform, launched its latest campaign ‘Apna Swag, Bina Brand Tag’ starring brand ambassador Sara Ali Khan. The campaign centres around the value-conscious Bharat consumers’ tendency to stretch their rupee to get the best product quality and style in their budget. The campaign challenges the perception that lower prices equate to lower quality. With this ad film, Shopsy positions itself as the ultimate destination that can provide good quality for a much lesser price, as customers do not have to pay for mark-ups.

    Over the past few days, a video clip of  Sara Ali Khan’s outfit spilling on an airplane took social media by storm. It sparked a conversation on the expensive-looking outfit and possible damages. Netizens anticipated an angry reaction from Sara but in a surprising plot twist after 48 hours, Sara remained effortlessly cool and revealed that her outfit was actually from Shopsy and unbranded! – bringing alive the fact that stylish, good-quality outfits needn’t always be expensive.

     

     

    Shopsy’s recent campaign challenges the perception that quality and high price go hand in hand. It resonates with the value-conscious Bharat consumers’ tendency to stretch their rupee to get the best product quality and style, well within their budget rather than paying extra mark-ups for high quality. With this ad film, Shopsy positions itself as the ultimate destination that can provide good quality for a much lesser price, as customers do not have to pay for unnecessary mark-ups.

    Commenting on the campaign, Shopsy business head Prathyusha Agarwal said, “ As one of the country’s fastest-growing hypervalue platforms, at Shopsy we provide a unique opportunity to millions of Bharat e-shoppers to bridge the gap between their dreams and means.

    The campaign ‘Apna Swag, Bina Brand Tag’ featuring Sara Ali Khan is crafted with a deep understanding of the customers’ needs that prioritizes affordability, quality, and trends. At Shopsy, we aim to bring the best quality at affordable prices. With the increasing popularity of online shopping in smaller cities, Shopsy is dedicated to improving accessibility and delivering unmatched value to Bharat.”

    Expressing her excitement for the new campaign, Sara Ali Khan, said, “Being part of Shopsy’s campaigns is always a blast—they’re so fun and relatable! As someone who loves a good deal, Shopsy really hits home for me. This time around, it’s even more special because I got to be myself. It’s exciting to partner with a brand that exemplifies the perfect combination of quality and affordability. This campaign celebrates smart, value-conscious choices, and I’m sure customers will enjoy it as much as I enjoyed working on it.”

    Deep Rooted Customer Understanding

    Shopsy’s ‘Apna Swag, Bina Brand Tag’ campaign appeals to price-sensitive consumers seeking affordable and trendy products on a budget. During consumer research, a notable insight emerged: consumers perceive expensive products as high quality. Shopsy approached this by showcasing how consumers can get good quality products for a much lesser price with the cooperation of sellers or partners on the platform who provide the prices for all products. This strategy not only caters to the demands of value-conscious buyers but also establishes a precedent in the market, demonstrating that excellence and affordability can co-exist.

    Nearly 70 per cent of Shopsy’s customers are from Tier 2 and Tier 3 cities such as Bhagalpur, Bankura, Kurnool, Nagaon, and Dhule, and 90 per cent of new customers are millennials and Gen Z. In 2024, Shopsy’s highest orders came from UP, West Bengal, Maharashtra, and Bihar, with over 60 per cent of customers from tier-3+ cities. These consumers prioritize value for money, plan purchases around special occasions or sales, and seek trendy, affordable options for the whole family.

    Developed by the creative agency 22 Feet, the campaign features an ad film set on an aircraft where an air hostess accidentally spills a drink on Sara Ali Khan’s outfit, surprising passengers. Assuming her stylish attire is expensive, the airplane staff humorously offer their life savings and more. The ad takes a surprising turn when Sara reveals her stylish outfit is from Shopsy and is unbranded, highlighting its high quality and affordability without extra mark-ups.

    Brand ambassador Sara Ali Khan’s authentic portrayal in the ad film connects deeply with the audience and aligns perfectly with Shopsy’s mission to bring the best quality at an affordable price for Bharat.

    The 360-degree campaign is set to launch across TV, print, social media, and digital platforms, aiming to bolster Shopsy’s brand presence and engagement. The complete TVC can be viewed.

  • Unstop launches billboard campaign in Delhi NCR

    Unstop launches billboard campaign in Delhi NCR

    Mumbai: Unstop, a talent engagement and hiring platform for students and alumni, has launched a billboard campaign in Delhi NCR to drive student participation for the highly anticipated Flipkart GRiD 6.0 competition. The campaign has a cheeky message “The choice is yours,” which aims to nudge all engineering students to take control of their career trajectories and showcase their skills through this innovative challenge.

    The messaging illustrates how participation in Flipkart GRiD 6.0 can be a game-changer for all engineering students. Through this opportunity , participants can catapult themselves into higher-paying roles with salaries as much as Rs 32 LPA by demonstrating their problem-solving abilities and technical prowess.

    The campaign’s reach extends beyond physical billboards, with Unstop leveraging social media to amplify the message across multiple online channels. Unstop is also driving engagement around the “The choice is yours” idea, fostering a broader conversation in the student community.

    Unstop VP, marketing & growth Alekhya Chakrabarty shared his thoughts. “It is a simple idea. We, at Unstop, want every engineering student in India to take part in Flipkart GRiD 6.0. We wanted to drive awareness among all engineering students about how opportunities like these are rare and they should not repent missing out on registering for them. It is a cheeky take on how by winning the challenge the students get the bragging rights, fantastic prizes and an incredible chance to bag a job with a CTC of Rs 32 LPA.”

  • Sony LIV launches #MaamlaGambhirHai campaign

    Sony LIV launches #MaamlaGambhirHai campaign

    Mumbai: The tour of Sri Lanka has been positioned by experts & analysts alike as the beginning of a new generation of Indian cricket. With a new team, a fresh perspective, and a seasoned appointment as coach, the ‘Ab competition Ke Liye #MaamlaGambhirHai’ campaign brings to the fore India’s depth of talent, and the nation’s optimism in the team’s potential following Gautam Gambhir’s appointment as a coach.

    With Sony LIV prepared to stream the first game commencing on Saturday, 27 July 2024, the platform has already announced several innovations & features for the upcoming tour. Streaming in four languages (English, Hindi, Tamil & Telugu), the platform will also have additional features such as batter, stump & bowler cameras that allow fans to pick specific camera angles to watch the game unfold.

    Additionally following his heroics at the boundary line during the finals of the T20 World Cup, Suryakumar Ashok Yadav will lead the team in Sri Lanka for the T20 leg of the tournament, with Rohit Sharma retaining his captaincy in the ODI format. For the Indian faithful, even though a new chapter begins in the T20 format, the series will also comprise 3 ODI games as part of the tour.

    Sony LIV head of marketing Aman Srivastava said, “Sony LIV is proud to bring this exciting era to fans in the country, the tour will also provide cricket enthusiasts a chance to catch cricket stalwarts, Rohit Sharma & Virat Kohli in the iconic Indian blue after their glorious World Cup win! Through an approach that leverages audiovisual innovations, we are confident that the future is led by feature engagement.”

  • Nanhi Kali launches campaign combining education and sports for girls

    Nanhi Kali launches campaign combining education and sports for girls

    Mumbai: The K.C. Mahindra Education Trust has announced the re-defined intervention from Project Nanhi Kali with an innovative campaign that integrates football into the curriculum for underprivileged schoolgirls across India. This campaign, created by Ogilvy, underscores the trust’s commitment to holistic education, blending academic learning with essential life skills acquired through sports.

    KC Mahindra Education Trust started Project Nanhi Kali to encourage and support underprivileged girls to complete 10 years of schooling. In alignment with the National Education Policy which advocates integration of sports as part of the curriculum Project Nanhi Kali is introducing girls to the game of football.

    Project Nanhi Kali’s campaign film captures the transformative power of football on young girls, highlighting real-life stories of schoolgirls from across India who are part of this program. These girls are not just learning to play football; they are gaining confidence, leadership skills, and a sense of self-worth that transcends the football field. The film is a testament to how sports can be a powerful vehicle for change, teaching values such as teamwork, perseverance, and resilience.

    Project Nanhi Kali has transformed the lives of more than 700,000 girls across India.

    Commenting on the new film, K.C. Mahindra Education Trust trustee and executive director Sheetal Mehta said, “At Project Nanhi Kali, we empower underprivileged girls through a transformative blend of education including 21st-century skills and sports leadership training. This holistic approach provides the girls with the essential tools to succeed in life. Our ‘Lessons from a Football’ film vividly showcases how football teaches crucial values like teamwork, leadership, and perseverance. By incorporating sports into our program, we see Nanhi Kalis evolving into strong, confident leaders who are ready to take on the world.”

    Mahindra Group chief customer and brand officer Asha Kharga also added, “Nanhi Kali represents Mahindra’s philosophy of Rise in action. We approached the new campaign with the mindset of an innovation launch. In alignment with the National Education Policy, Nanhi Kali has revamped its curriculum to be more holistic by integrating sports, while maintaining a focus on English, Math, digital & financial literacy, and soft skills.“

    “We needed to effectively communicate this shift and a day with the Nanhi Kalis in the village of Jambusar gave us rich insights. For these girls, football is more than a sport, it instills in them the confidence to Rise.”

    Ogilvy India conceptualised this thought-provoking film. Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha opined: “We visited a rural Nanhi Kali centre and spent a lot of quality time interacting with several Nanhi Kalis, and their coaches. The raw, captivating, and liberating stories of what the simple game of football has come to mean for these little girls and their sense of confidence and self-worth, is what inspired us to create this piece of communication.

    “It is a privilege and honour for all of us at Ogilvy to partner with the super-driven Nanhi Kali client team in this journey. We are also very pleased with what our director, Afshan, has been able to bring to life in this film, working with so many amazing actual Nanhi Kalis who had never ever faced a movie camera in their lives, before this film.”