MUMBAI: The Mahindra Group and ‘Project Nanhi Kali’ marked the National Girl Child Day with the launch of ‘Rise Up – Anthem for the Girl Child’. The anthem is an offshoot of #LadkiHaathSeNikalJayegi campaign of the brand and presents it in an all-new avatar.

Conceptualised by 22feet Tribal Worldwide, the anthem has been created Mahindra Group and Project Nanhi Kali in collaboration with artists Deepa Unnikrishnan, aka Dee MC and Simi Talsania. The anthem has gone live today across all digital channels of Project Nanhi Kali and Mahindra Rise and will be reinforced through the social media pages of the two artists.

Mahindra & Mahindra Ltd CMO group corporate brand Vivek Nayer commented, “Mahindra is a socially responsible and trusted brand, and with the Rise for Good initiatives, we not only want to do good in the community but also aim to inspire others to drive societal change. #LadkiHaathSeNikalJayegi was one such campaign which provided a positive perspective on an age-old and negative mindset. Expanding the mindset beyond girl child education and helping them envision their preferred, potentially unconventional career choices was the logical succession to the campaign. Today, on National Girl Child Day, we are thrilled to be launching the ‘Rise Up’ anthem, and there could be no better role models than Dee MC - a rapper, and Simi - a dancer in the hip-hop genre, to help us tell this story differently.”

Mahindra Group senior vice president – CSR and KC Mahindra Education Trust executive director Sheetal Mehta said, “Project Nanhi Kali has consistently communicated that education is the only tool which enables girls to rise from a life of poverty and go on to live a life of dignity. Our campaign #LadkiHaathSeNikalJaayegi referred to the patriarchal attitudes towards girls which discouraged them from getting educated but gave a positive spin to the phrase, by linking their education to achieving their aspirations, to become self-reliant and independent women. Our TAG (teen age girls) report launched recently, in fact, revealed that 74 per cent girls wish to work after their studies, and have a specific career in mind. The Rise Up anthem will definitely open up the minds of girls and encourage them to be fearless in making unconventional career choices.”