New Delhi: Sending a strong message of hope and strength to all the talented female athletes, Kotak Mahindra Bank Limited (KMBL) and Pullela Gopichand Badminton Foundation (Gopichand Academy) have launched their new campaign - ‘Girl Power is Gold Power’.

The campaign has been conceptualised by Mumbai based advertising agency, Enormous.

The video features badminton doubles specialists Ashwini Ponnappa, a Gold Medal winner at the Commonwealth Games 2010 and N. Sikki Reddy, Gold medalist at the South Asian Games 2016. The minute-long film not only honours the young women who follow their dreams, but also celebrates the people that lend their support to young dreamers – thereby paving the way for a generation of champions.

Enormous, managing partner Ashish Khazanchi said, “In Indian households, saving gold for a daughter's future or marriage is a widespread tradition. Her marriage is not just a familial duty but also seen as a social responsibility. The campaign's idea was about girls of today who are forging new routes for themselves and pursuing their dreams in order to achieve anything in life. As a result, you won't need to save gold for your daughters' future; they'll be able to earn it on their own. They will win the gold with their commitment, honesty, and hard work.”

Kotak Mahindra Bank Limited, joint president and group chief CSR officer Rohit Rao said, “Every empowered child is a product of an enlightened ecosystem – comprising family, friends and acquaintances who have extended their support. With the world’s biggest sporting event upon us, this is a good time to remind us all that investing in the dreams and aspirations of the next generation can give us returns beyond measure.”

Kotak Karma is the Corporate Social Responsibility (CSR) identity of the Kotak Mahindra Group. Under its CSR Projects on Sports, KMBL has collaborated with the Pullela Gopichand Badminton Foundation based in Gachibowli, Telangana to develop a state-of-the-art badminton training facility. Both the athletes featured in the film train at the Pullela Gopichand Badminton Foundation.

Agency Credits:

Creative Head: Ashish Khazanchi (Managing Partner, Enormous)

Creative team: Purva Ummat, Ajeet Shukla, Sachin Sharma, Meghna Mitra

Account Management team: Mansi Jain, Anuj Aras 

Production House: Useful Garbage Creations

Director: Puneet Prakash

Producer: Chandra Mani