We created the film to change perception about the girl child: Vivek Nayer, Mahindra Group
Nayer, CMO, Group Corporate Brand at Mahindra, shared that the team conducted a detailed social media listening exercise on social issues, which was the genesis of their latest campaign
More and more marketers are realising the potentiality of social media, not just for communicating with their consumers, but also for listening to them. What better way to enable brands to understand consumer needs and expectations and to develop highly targeted campaigns?
Mahindra Group, along with Project Nanhi Kali, recently unveiled their latest campaign #LadkiHaathSeNikalJayegi leveraging social-media listening. With the objective to demonstrate the opportunities that result from educating every girl child, this campaign will go live across all digital channels of Mahindra Rise.
Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra Group shared his insights with exchange4media on the same. Nayer shared that the Mahindra team conducted an extensive social media listening exercise on social issues. "Girl-child education was among the most talked about issues online," he said.
On the genesis of the campaign, he said, "The agency was with us when we did the focus groups. They heard women talking about how they are restricted and how the phrase 'Ladki haath se nikal jayegi' is thrown at them. So our creative brief to the agency was that we have to turn this phrase on its head. And we wanted to create a film that will make people think and change their perception."
Nayer contended that the team had a difficult time find the perfect cast and the perfect location to shoot. "We then took a neutral ground and opted for a small city like Udaipur where the locale is very nice. It was also about finding the right child who could emote. Overall, the shoot was a three month exercise."
To spread awareness about the movement, the CMO shared that the brand will leverage social media to target the right people. "This will be an extremely targeted campaign but we will target at scale. I'm looking at targeting 15-20 million views for this one. We're looking at significant scale and impact. Through social-media targeting, we will target people who are interested in social causes and will help spread the idea of this movement. "
The film's creative opens with a conversation between a girl and her father, and the prevalent mindset is challenged by providing a new perspective to the phrase ‘Ladki Haath Se Nikal Jaayegi’. The film was conceived and scripted by FCB Interface.
See the video here:
Mahindra Group, along with Project Nanhi Kali, recently unveiled their latest campaign #LadkiHaathSeNikalJayegi leveraging social-media listening. With the objective to demonstrate the opportunities that result from educating every girl child, this campaign will go live across all digital channels of Mahindra Rise.
Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra Group shared his insights with exchange4media on the same. Nayer shared that the Mahindra team conducted an extensive social media listening exercise on social issues. "Girl-child education was among the most talked about issues online," he said.
On the genesis of the campaign, he said, "The agency was with us when we did the focus groups. They heard women talking about how they are restricted and how the phrase 'Ladki haath se nikal jayegi' is thrown at them. So our creative brief to the agency was that we have to turn this phrase on its head. And we wanted to create a film that will make people think and change their perception."
Nayer contended that the team had a difficult time find the perfect cast and the perfect location to shoot. "We then took a neutral ground and opted for a small city like Udaipur where the locale is very nice. It was also about finding the right child who could emote. Overall, the shoot was a three month exercise."
To spread awareness about the movement, the CMO shared that the brand will leverage social media to target the right people. "This will be an extremely targeted campaign but we will target at scale. I'm looking at targeting 15-20 million views for this one. We're looking at significant scale and impact. Through social-media targeting, we will target people who are interested in social causes and will help spread the idea of this movement. "
The film's creative opens with a conversation between a girl and her father, and the prevalent mindset is challenged by providing a new perspective to the phrase ‘Ladki Haath Se Nikal Jaayegi’. The film was conceived and scripted by FCB Interface.
See the video here:
