Mahindra Group: Wings for our girls

Mahindra Foundation, a non-profit organisation, took a misogynistic phrase and gave it a new meaning in its PR and online campaign in India.

Background

The Mahindra group has social responsibility infused into its DNA. And, among the various causes that the group supports through Mahindra Foundation, a non-profit organisation, girl child education has always been a long-term commitment. Since 1996, it has been running 'Nanhi Kali' that is dedicated to enabling girl child education. The project has already benefitted 3.5 lakh girls and reduced school drop-outs to 10% vis-a-vis the national average of 63.5%. While Project Nanhi Kali has been committed in its focus on girl child education, the Mahindra Group felt the need to build more visibility for the cause, and spread...

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