‘Girl Power is Gold Power’ with its new campaign on Youtube, Kotak Mahindra Bank Limited, and Gopichand Academy creates an eye-opening message for the Indian society. The campaign is conceptualized by Enormous for KMBL and Pullela Gopichand Badminton Foundation. Through the campaign, a special message is given to aspiring young athletes of India. It is a call for the young girls of India to join the footsteps of the most talented female athletes of India.
The campaign video shows different stages of a girl child’s growth and the fact that she is always gifted with gold no matter what her age is. Indian society always prioritizes a girl’s wedding from the moment she is born. The campaign highlights that girls are children too; they have their dreams and ambition, and as a society, we should inspire them instead of trying to stop them. The campaign features N. Sikki Reddy, Gold medalist at the South Asian Games 2016, and badminton doubles specialist Ashwini Ponnappa, a Gold Medal winner at the Commonwealth Games 2010. The one-minute video honors the young women who wish to follow their dreams. It also celebrates the supportive people behind young aspiring dreamers, thus paving the way for a generating millions of champions.
Ashish Khazanchi, Managing Partner, Enormous, Commenting on the campaign, says, “In Indian households, saving gold for a daughter’s marriage is a popular tradition in India. Her marriage is not just a familial duty but also considered a social responsibility. The campaign’s idea was to support girls of today who are forging new routes for themselves and pursuing their dreams to achieve anything in life. The campaign wants to emphasize that you won’t need to save gold for your daughters’ future; they’ll be able to earn it independently. They will win the gold with their honesty, commitment, and hard work.”
Rohit Rao,Kotak Mahindra Bank Limited, Joint President & Group Chief CSR Officer, said, “Every empowered youth is a result of an enlightened future incorporating family, friends, and acquaintances who have extended their support. This is a best time to remind us the importance of supporting dreams as the world’s greatest sporting event upon us. We all should be investing in the dreams and aspirations of the next generation can give us returns beyond measure.”
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