Mumbai: Vedanta Limited, a subsidiary of Vedanta Resources Limited, has launched a new campaign through its flagship project, Nand Ghar, focused on key areas of Health, Education, Nutrition, Women Empowerment & Hygiene. The campaign titled #ForABetterKal aptly showcases the essence of Nand Ghar, aiming to bridge the gap between urban and rural India.
The Nand Ghar project - run under the aegis of the Anil Agarwal Foundation - is transforming the Anganwadi ecosystem in collaboration with the Union Ministry of Women & Child Development, the company said in a statement on Saturday.
With more than 2,300 Nand Ghars across 11 States, the #ForABetterKal campaign is key to bringing out stories to the world and aid transformation in rural women & children. Nand Ghar aims to transform the lives of seven crore children and two crore women at the grassroots level, it added.
Shedding more light on the initiative, Vedanta Resources' director Priya Agarwal Hebbar said, “All women and children deserve equal opportunities. Vedanta Nand Ghars are working towards providing the best nutrition, healthcare, education and skilling for children and women in rural India to help them grow and become self-sufficient. These videos are a testimony to the undying spirit of our frontline workers of Nand Ghar who are fulfilling these dreams through their unwavering determination.”
The campaign, conceptualised and created by McCann World Group, has unveiled five videos paying tribute to frontline workers of Nand Ghar who are working tirelessly towards the upliftment of communities. These videos will be launched as TVCs across multiple national television channels as well as social media platforms. They will be aired on leading channels supported by digital, outdoor and retail activation plan.
Speaking on the idea behind the video campaign, McCann Worldgroup India's CEO & CCO Prasoon Joshi said, “A brand carries in itself rivulets of narratives that gradually engage and build a unique relationship. Desh ki Zarooraton ke Liye has already struck a chord with the audience. With the launch of the second phase of this campaign, a new dimension to this relationship will be added.”
