ITV

Category: Media and Advertising

  • 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.

  • “Our focus is razor-sharp: to drive tangible business outcomes for our clients, not just deliver services:” Saket Vaidya

    “Our focus is razor-sharp: to drive tangible business outcomes for our clients, not just deliver services:” Saket Vaidya

    Mumbai: Korra Worldwide Advertising, a standout name in digital marketing since 2016, is redefining how brands connect with their audiences. Based in Gurgaon, this innovative agency offers a full spectrum of services—from web development to cutting-edge video production and strategic marketing automation. With a client roster including names like Bata and Mamaearth, Korra’s approach is all about fresh perspectives and breaking free from traditional moulds.

    As Korra transitions into its next growth phase under the leadership of its new CEO, the company is set to expand its global footprint and introduce groundbreaking technologies. Their vision includes embracing AI, exploring immersive experiences with AR and VR, and committing to sustainable practices.

    Indiantelevision caught up with Korra India CEO Saket Vaidya talking about  Korra’s evolution, its unique approach to digital marketing, and how they are navigating the competitive landscape with a focus on innovation and client success etc….

    Edited Excerpt

    On the Korra Worldwide Advertising founding and the inspiration behind its inception

    Korra Worldwide Advertising was founded in 2016. The inspiration behind Korra’s establishment was to provide a fresh perspective to brands, free from constraints and baggage. Korra was founded at a time when organizations were trying to fit themselves into rigid molds constrained by the medium they operated in. The name “Korra,” derived from the colloquial term “Korra Kagaz,” signifies a blank slate or “tabula rasa,” where the agency aims to write a new story of success with its clients.

    On the recent elevation from COO to CEO envision your leadership contributing to the company’s expansion into global markets and its next phase of growth

    At Korra, our focus is razor-sharp: to drive tangible business outcomes for our clients, not just deliver services. We’re committed to pushing the boundaries of creativity, fostering strategic partnerships, and deepening our client relationships. This isn’t just about growth – it’s about setting new industry standards and becoming an indispensable force in our clients’ success stories.

    As CEO, I envision Korra as a global marketing organization by 2025, unbounded by medium and expertise. This promotion aligns with Korra’s recent business transformation, which includes the establishment of a Center of Excellence (COE) and the onboarding of a new leadership team focused on Revenue and Operations, Growth and Partnerships, Strategy and Service Excellence, and Analytics and Data Sciences.

    On the brief overview of Korra Worldwide Advertising and the range of services you offer

    Korra Worldwide Advertising is a new-age marketing organization blurring the boundaries of an integrated advertising agency, content development hub, devops centre, and production company geared towards new-age brands. We offer a comprehensive range of services, including digital marketing, traditional advertising, brand strategy, content creation, social media management, influencer marketing, public relations, and data analytics. Our 360-degree approach ensures that we provide end-to-end solutions, helping brands achieve their marketing objectives through integrated and cohesive strategies.

    On setting Korra apart from other digital marketing agencies in India

    Korra stands out as a medium-agnostic agency, centered around the message rather than the medium. We provide fresh perspectives to brands, free from baggage and preconceptions, and together with them, we write a new story of success. Our innovative market strategies, medium-agnostic approach, and cutting-edge technologies revolutionize the way businesses connect with their target audience in the digital space. By addressing business problems directly, our scope of work becomes a by-product of our commitment to driving real results.

    On Korra’s planning for the next five years, and any new services or technologies you planning to introduce

    In the next five years, Korra aims to expand and become 500 members strong, achieving a bottom-line revenue of over Rs 150 crore and a top-line revenue of around Rs 500 crore. We plan to scale our operations with offices across Gurgaon, Mumbai, and Bangalore, and remotely service markets such as North America and Asia Pacific. We aim to gain more recognition and awards across Cannes, Abbys, Goafest, etc.

    We are also expanding our service verticals into physical branding and packaging, media, events, and experiences. Our investment in AI and machine learning will enhance our data analytics and customer insights capabilities, and we are exploring immersive technologies like AR and VR to create more engaging and interactive experiences for our clients. Our focus will also be on sustainable marketing practices, ensuring that our strategies not only drive growth but also promote social and environmental responsibility.

    On Korra Worldwide Advertising navigating the competitive landscape of the digital marketing industry in India, and strategies used to maintain a leading position

    Navigating the competitive landscape involves staying ahead of industry trends and continuously innovating our service offerings. We prioritize building strong relationships with our clients, understanding their unique needs, and delivering customized solutions that drive tangible results. Our investment in technology and talent ensures that we remain agile and adaptive to market changes. Furthermore, our emphasis on continuous learning and development helps us maintain a leading position by fostering a culture of creativity and excellence.

    On the current trends in digital marketing that brands should be aware of, and Korra adapting to these trends to benefit its clients

    1) Quick Commerce goes big

       India’s quick commerce market has been growing year-on-year at 77 per cent to reach $2.8 billion in GMV (gross merchandise value). With instant deliveries of products and groceries in 10-20 minutes, the face of e-commerce and retail has changed. Companies like Zepto and Blinkit threaten traditional retail in ways big players never could.

    2) Content as advertising

       The focus is shifting towards voice and video-based discovery, interactive brand experiences, gamification, and a focused influencer strategy. The Indian influencer market is growing rapidly, with content creation becoming critical to appeal to the informed and educated digital audience.

    3) Personalisation, intimacy, and efficacy

       AI integration in content creation is evolving, with real-time signal-based creative versioning across text, image, and video to create meaningful personalized messages at scale. AI also powers media measurement and optimization, enhancing predictive capabilities and everyday workflows.

    Korra is adapting to these trends by:

    1    Marketing automation: Utilizing CRM and remarketing tools to furnish comprehensive and clear information, maintaining brand recall.

    2    Communicating product expertise: Innovating continuously to stay ahead of competition and meet evolving customer needs, maintaining consistent branding and messaging.

    3    Building resonance: Humanizing brands for audience connection, tailoring content to match target interests and behaviours.

    4    Driving advocacy the right way: Encouraging user-generated content to establish relatable connections, and partnering with influencers to build trust and visibility.

    On the brand that has made the best use of digital marketing in the past year and the strategies they used

    Campaigns:

    Harpic launched an app-based solution called the ‘Harpic Loocator’ to empower women with access to public toilets on the go. Their ‘#BeFreeToPee’ campaign highlighted the lifestyle compromises women make due to the lack of knowledge and accessibility of public toilets. This campaign was based on the insight of the underlying problem of finding public toilets in India. By addressing a significant social issue through innovative digital solutions, Harpic successfully initiated important conversations and engaged a broad audience.

    Barbie Movie executed one of the most extensive and innovative marketing campaigns with an estimated $150 million budget. The campaign transformed the movie into an experience that everyone wanted to be part of. From scented candles, merchandise, Xbox controllers, to an Airbnb Dreamhouse, the Barbie movie’s marketing strategy created massive excitement. The campaign also included influencer and brand collaborations across industries, Instagram filters, and various interactive elements, ensuring widespread engagement and anticipation for the movie’s release.

    Brand

    Zomato effectively utilized strategic social media engagement to connect with its audience on platforms like Facebook, Instagram, and Twitter. Zomato’s Instagram account, for instance, is a vibrant gallery of enticing food images and user-generated content. Their posts feature everything from mouthwatering dishes to behind-the-scenes glimpses of restaurant kitchens, sparking conversations and attracting users. Additionally, Zomato’s personalized marketing campaigns, data-driven decision-making, innovative app features, strategic partnerships, and localized marketing strategies have all contributed to its success. By fostering a community of food enthusiasts and encouraging user-generated content, Zomato has built trust and credibility, making it a leader in the digital food service sector.

  • S Balasubramanian Re-elected President of Advertising Club Madras

    S Balasubramanian Re-elected President of Advertising Club Madras

    Mumbai:  S. Balasubramanian, national head of digital media, Dinamalar has been re-elected as the 45th President of Advertising Club Madras for the year 2024-2025 at the club’s AGM held on Friday, 26 July 2024.

    Other office bearers and executive committee members elected include:

    –  Murugan K – vice president (Jaya TV)  
    –  Surej Salim Kumar – secretary (Digitally Inspired Media)  
    –  Kavitha Srinivasan – Jt. secretary (Coeus Communications India LLP)  
    – Umanath V – treasurer (MediaNews4U.com)  
    – Chockalingam S – executive committee member (OPN Advertising Pvt Ltd)  
    – L V Navaneeth – executive committee member (The Hindu Group)  
    –  John Justin – executive committee member (Vikatan Publication)  
    –  Ramkumar Singaram – executive committee member (Catalyst Public Relations Pvt Ltd.)  
    –  Stalin Periasamy – executive committee member (Presto Advertising)  
    –  K.V. Kathiravan – executive committee member (Vinisha Vision)  
    –  M. Ramalingam – executive committee member (Ontwikkel Advertising Pvt Ltd.)  
    –  Siluvai Amalan – executive committee member ( A Brand Works)  
    –  Paul Anthony – ex officio (The Max, a JV of TRIBES & DDB Mudra)

    Karthic Moorthy (Elegant Publicities),  Anbuchezhian K,  M.M. Charly,  P Shree Prakash (Feswa),  N. Upendran (Ayati Works),  Rakesh (Deepsense Digital), Ms. Batul Turab (The Raven Claw), and  Ravindran Solomon (Soloverse) are co-opted members of the committee.

    Advertising Club Madras is one of the oldest advertising clubs in India with a legacy spanning over 65 years. The club is dedicated to fostering professional development and camaraderie among its members, who hail from various fields within the advertising industry, including media agencies, creative agencies, digital agencies, production houses, brands, marketers, media houses, and other allied industries.

    Club activities and initiatives:

    1    MADDYS 2024: Our annual advertising awards show, MADDYS, celebrates creative excellence in advertising. The 42nd edition aims to recognize outstanding work across 146 categories, judged by a panel of esteemed industry professionals.

    2    Student Chapters: We have established student chapters at multiple educational institutions, providing students with industry exposure, mentorship, and opportunities to develop leadership skills and professional networks.

    3    Educational Programs: Our Post Graduate Diploma in Advertising (PGDA) is offered in collaboration with leading institutions, equipping students with practical knowledge and skills through workshops, seminars, and guest lectures by industry experts.

    4    InsightView Series: Regular sessions featuring industry leaders and experts sharing insights and knowledge on various aspects of advertising and marketing.

    5    #AdTalk: A platform for discussions on contemporary advertising trends, strategies, and innovations, engaging our members in thought-provoking conversations.

    6    Events and Workshops: We regularly organize events, webinars, and workshops on various topics relevant to the advertising industry, providing members with insights into the latest trends and best practices.

    Commenting on his re-election,  Balasubramanian said, “I am elated and humbled to trust upon the responsibility for another year. I look forward to working with our fraternity people and continuing to develop Advertising Club Madras as a go-to platform for networking, knowledge sharing, education, and our award program.”

    Surej Salim said, “I am honoured to be re-elected as Secretary of the Advertising Club of Madras. We have an exciting year ahead, filled with opportunities to network and learn from the best in the industry. Together, we will drive innovation and excellence. Let’s make this year our most impactful yet.”

    Advertising rides on the wheels of creative energy, brainstorming, insights, and the recognition of creative brilliance. The Ad Club Madras has brought more than 1000 enthusiastic advertising and related industry professionals on board for a non-stop whimsical journey of learning.

  • 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.

  • OMEGA begins timekeeping at the Olympic Games Paris 2024

    OMEGA begins timekeeping at the Olympic Games Paris 2024

    Mumbai: OMEGA’s countdown clock in Paris has finally reached zero, and the Olympic Games Paris 2024 is now underway. Following a colourful opening ceremony in the heart of the host city, the Swiss watchmaker will now begin its role as official timekeeper in all of the 329 events.

    For the next several weeks, the world’s greatest athletes will compete in 32 different sports, aiming for the ultimate prizes of gold, silver, and bronze medals. OMEGA has arrived in Paris with 350 tonnes of equipment to support its 550 timekeepers, who will be on-site to measure every second of action, and help determine the official results.

    OMEGA president and CEO Raynald Aeschlimann said, “There’s always an incredible energy at the start of the Olympic Games, with so much anticipation for the weeks ahead. OMEGA knows how hard these athletes have trained, and the many hours they have dedicated to their careers. It’s our honour to support them in Paris and be part of their history-making moments.”

    This is the 31st time since 1932 that OMEGA will fulfill the role of official timekeeper at the Olympic Games. The brand was originally selected for its reputation in precision, and that quality remains at the heart of its timekeeping service. For the past 92 years, OMEGA has been committed to excellence, innovation, and reliability at the Olympic Games, having developed and evolved many of the critical technologies that athletes, judges, and spectators rely on.

    Paris 2024 is the latest milestone in the brand’s legacy. As the sporting events unfold, the OMEGA countdown clock will remain in place at Port de la Bourdonnais, near the Eiffel Tower, as it continues counting down to the Paralympic Games, which begins on 28 August. OMEGA has timed this inspiring occasion since 1992, and will resume its duties once again this summer.

  • 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.”