Project Nanhi Kali Integrates Football into Curriculum
Kolkata, July 26, 2024 – The K.C. Mahindra Education Trust proudly announces a groundbreaking initiative from Project Nanhi Kali, integrating football into the curriculum for underprivileged schoolgirls across India. This innovative campaign, created by Ogilvy, emphasizes the Trust’s commitment to holistic education by blending academic learning with essential life skills through sports.
Empowering Girls Through Sports
Project Nanhi Kali was established to support underprivileged girls in completing 10 years of schooling. Aligning with the National Education Policy, which promotes the integration of sports into the curriculum, Project Nanhi Kali introduces girls to football. This initiative not only teaches them to play the sport but also instills confidence, leadership skills, and self-worth.
Transformative Campaign Film
The campaign film captures the transformative power of football on young girls, showcasing real-life stories of schoolgirls from across India. These girls are gaining more than just football skills; they are learning values like teamwork, perseverance, and resilience. The film is a testament to how sports can be a powerful vehicle for change.
Impact and Testimonials
Project Nanhi Kali has already transformed the lives of over 700,000 girls across India. Sheetal Mehta, Trustee and Executive Director of K.C. Mahindra Education Trust, highlights the program’s impact: “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.”
Asha Kharga, Chief Customer and Brand Officer of Mahindra Group, added, “Nanhi Kali represents Mahindra’s philosophy of Rise in action. By integrating sports, while maintaining a focus on English, Math, Digital & Financial Literacy, and Soft Skills, we see these girls gaining the confidence to Rise.”
Creative Vision
Ogilvy India conceptualized this thought-provoking film. Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers of Ogilvy India, shared their insights: “We visited a rural Nanhi Kali centre and interacted with several Nanhi Kalis and their coaches. The captivating stories of what football has come to mean for these girls inspired us to create this piece of communication.”
Team Credits
The campaign film was produced by Good Morning Films, directed by Afshan Hussain Shaikh, with executive producer Vikram Kalra. The creative partnership between Ogilvy India and the Nanhi Kali client team brought this inspiring vision to life.
Watch the film here:
Project Nanhi Kali continues to empower underprivileged girls, combining education and sports to build a brighter future.
