Nestle, Culture Machine appeal to #EducateTheGirlChild for a progressive society

The video, 'Dhusra: Winds of Change', is a tale of a village in Jharkhand that aims for 100 per cent literacy in the near future

BestMediaInfo Bureau | Mumbai | February 3, 2017

Click on the Image to watch the TVC.

There are powerful stories, and then there are some that have the real power to start a change. Culture Machine's digital channel 'Blush' and Nestlé have attempted to do this with 'Dhusra: Winds of Change', an awe-inspiring tale of how educating the girl child is the key to a progressive society. The video has been produced in partnership with the Nanhi Kali Project.

A Blush original series, the video tells the tale of a tiny village in Jharkhand that aims to achieve 100 per cent literacy in the coming years. Heart-warming moments, like an 80-year-old woman finally being able to sign her own name for the first time or a daughter vowing to teach her mother and father how to write, depict how educating a girl child paves way for a brighter future for many generations of the family.

Culture Machine's digital channel 'Blush' released a statement, “Education is the only way to progress and educating a woman will ensure development at the grass root level. Partnering with Nestlé was ideal for this initiative as it resonated with the concept of their corporate campaign. We hope this video helps to increase literacy rates in villages and gives every girl child the right to education.”

Chandrasekar Radhakrishnan, Senior Vice-President, Communications and E-commerce, Nestlé, South Asia, said, “The objective of our campaign is to sensitise and draw attention to the fact that society needs to embrace collective responsibility in ensuring that more girls have the opportunity to pursue education. Educating the girl child has a much larger impact. Not only does education improve the lives of the girl child, it also brings positive changes to their families, communities and economies.”

Sheetal Mehta, Trustee and Executive Director, KC Mahindra Education Trust, Project Nanhi Kali, said, "The film reaffirms the fact that there is no better investment than investing in a girl's education. Project Nanhi Kali has been investing and supporting education for girls for the last two decades and is currently supporting 1,20,000 girls. We believe educated girls create transformational changes in the society with the benefits extending to their families as well as their communities. This is evidently clear in the film."

Change isn't easy, but if a village like Dhusra that is lost in obscurity can think of rebuilding itself, why should other places in India be left behind? Why should the girl child not be encouraged to lift the pen? The daughters of Dhusra have vowed to 100 per cent literacy, and this has motivated other villages in the vicinity to participate in the literacy drive.

The 4-minute 42-second video opens with women from the village listing their problems, which stem from illiteracy. The block development officer of Patamda (a village Panchayat in Jharkhand), Sachidanand Mahato, noticed that in the village register there were a lot of thumb impressions. Therefore, he took the responsibility teaching the village women to read and write. School teachers and children join hands with him for the good cause. Teachers asked the students to make their parents write their names in books.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/02/EducateTheGirlChild.jpg

Credits:

Produced by: Culture Machine

Directed by: Aniket Tari

Edited by: Arunava Basu Roy Chaudhuri

Director of Photography: Debashis Dalai Remy

Executive Producer: Apurva Gabhe

Creative Head: Vatsala Patel

Assistant Director: Vinod Sharma

Research: Vikas Kumar Yadav, Prakash Keshri

Production Department: Amit Singh, Nirbhay Kumar and Navin Raj Shukla

Sound: Rahul Shinde

DI: Amit Mishra

Brands Team: Menka Asrani and Shivangi Jadhav

Promotional Designs: Snehal Ladke

Marketing and PR: Disha Anand, Upkar Singh Khubber, Pooja Nair, Shwetal Joshi, Roshni Raj, Bobby Ansary

Info@BestMediaInfo.com

Info@BestMediaInfo.com