Categories Name : SOCIAL MEDIA

Sub-Category : Community Engagement / Community Building and Most Effective Social Listening

Entry Name (Campaign) : Ladki Haath Se Nikal Jayegi

Brand Name : Mahindra Corporate

Metal : Gold

Covering Note / Overall Experience

Over the years, Mahindra had rarely had the opportunity to speak to the millennials, owing to the fact that their products were targeted at older consumers (35-50 yr olds.) But with their increasing purchasing power, millennials were our growth audience. We were late to the game in trying to connect with them. This campaign gave voice to one of Mahindra’s social efforts and built a connection with the TG beyond the brand and its products. In an attempt to create a connect with the brand and millennials, we also managed to unearth a stigma in society that long needed to be done away with. With the success of this campaign, not only did we manage to enable progress for the girl child, but also enabled the brand to connect with millennials through our brand purpose.
Key objectives for this campaign were:
• Increase relevance for Mahindra among millennials
• Reinvigorate interest in Nanhi Kali
• Get consumers to reconsider the stigma around girl child education

Concept

Ladki Haath Se Nikal Jayegi – The catchphrase used by society to warn parents to keep their girl in her place.
Our cultural study, showed that this phrase - a blatant manifestation of a girl’s oppression – was familiar to all but questioned by none. Even the millennials, who come across this phrase often in their lives, have never taken a stand against this casual injustice against girls and women.
We needed to break the power that the phrase “Ladki Haath se Nikal Jayegi” had over little girls and women all over India. Turn its negativity into a positive call for progress. And at the same time, use this as a platform to build a connection with the millennials.
Flip the very meaning of “Ladki Haath Se Nikal Jayegi” from “A girl gets out of control” to “A girl finds freedom and success.”

Innovation

To positively impact culture, we had to create stories and symbols that would replace the existing ones. Social media is a way of life for millennials, memes being the quickest way to get around. The format is quirky, attention-grabbing and widely circulated. We used this light-hearted device to send a strong positive message of change. While the video created awareness about the problem, it’s the memes that facilitated conversations around it. TTT (Terribly tiny tales) and First Post aided this task.

Execution

Creative Strategy:
The simplest messages have the strongest impact. We brought alive our message in one of the most crucial contexts of an Indian girl’s life – her relationship with her father. And we brought it alive in a slice-of-life story where a father takes a stand for his little girl in his own way. A story of optimism that asks the viewer to honestly consider that only if you let a girl go will she succeed - “Ladki Haath Se Nikal Jaayegi….Toh Kaamyabi Layegi.”
Media Strategy:
Even in a generation where short attention spans are common, there’s nothing more compelling than a strong story.
Since digital and social mediums were the most effective way to communicate to our TG, the millennials, we ensured that our campaign was centered around them.
Apart from the digital video, short form content like memes and stories (Terribly Tiny Tales, First Post etc) were created and shared to influence the pop-culture diaspora.
The Mahindra Rise and Nanhi Kali websites reflected the spirit of the campaign through their landing pages.
The campaign was brought alive across print and PR as well.
While print announced our efforts with Nanhi Kali and invited further online research, PR maximized the campaign reach by way of celebrity and influencer endorsements.

Results

1. INCREASED RELEVANCE FOR MAHINDRA AMONG MILLENNIALS •94.8% lift in Brand interest for Mahindra
•8.4% lift in Brand Favourability for Mahindra (Source: Google Brand Lift Survey). Please note: The above numbers are indexed
2. REINVIGORATED INTEREST FOR NANHI KALI
•3520% increase in new users to Nanhi Kali website
•1572% lift in searches for key words related to Nanhi Kali
(Source: Client data) Please note: The numbers are indexed
3. HIGH ENGAGEMENT AND LIKEABILITY OF THE CAMPAIGN
•47 million+ views
•Half a million organic views on YouTube
•225,000+ likes, 3000 comments and 70,000+ shares on Facebook (Source: Facebook India Benchmarks)
•Popular content partners like First Post, Terribly Tiny
•Tales and The Better India shared our content. We received:
•52 lac+ Impressions
•280,000+ shares and likes
215,000+ story page views (Source: SDIC social listening report)
4. GOT CONSUMERS TO ASK FOR CHANGE
•97% of all conversations on social media were positive
•Over 50% of the total conversations (12K) were user generated posts
•13% (1170) of the authors were influencers.
The conversations on social media showed that people wanted to bring about a Change for the Girl child (Source: SDIC social listening report)