Summary
Nanhi Kali's campaign, tugs every heartstring by telling the story of two Lajjos – one is a girl and the other a buffalo.
Challenge
Nanhi Kali strongly believes that school is more than education. They strive towards making sure, every girl knows that she matters, by working towards their holistic development. We wanted to convey this message in a captivating way to land on our core thought and leave a longstanding impact on the audience's heart with a hard hitting and emotional story.
Objective
Nanhi Kali's campaign, tugs every heartstring by telling the story of two Lajjos – one is a girl and the other a buffalo. To build awareness & conversation around the campaign, reach as many people to volunteer and help girls in getting education - we got key opinion leaders, women influencers to share their thoughts about the video and drive people to view the video and volunteer to help Nanhi Kali's get education.
Strategy
We wanted to leave a longstanding impact on the audience's heart with a hard hitting and emotional story. The strategy was to seed the video and spark conversation around girl child education. To build awareness & conversation around the campaign, reach as many people to volunteer and help girls in getting education - we got key opinion leaders, women influencers to share their thoughts about the video and drive people to view the video and volunteer to help Nanhi Kali's get education.
Data
The strategy was to seed the video and spark conversation around girl child education. We got key opinion leaders across industries and across platforms to share their views about the video and also urge people to donate to educate the girl child.
Solution
Results
25 million+ views 192k engagement 147 million impressions Total clicks to Nanhi Kali website during the campaign hit 5 lakh+ which is 2000% increase from previous period. YouTube subscribers increased by 100% and Instagram by 19% 50% more donations received during campaign period vs the previous month.
