The Mahindra Group has been championing the cause of girl child education through its CSR project, Nanhi Kali, for decades. In early 2018, the Group decided to create greater awareness for the cause, In its primary research to understand societal attitude towards girls, well-meaning but obviously misguided neighbours/ family members warning liberal parents about giving too much freedom to the girl child emerged as a common occurrence. The Group decided to create a campaign around this – giving it a positive spin. A short film was subsequently created to sensitise the public. The PR firm organised a film preview for journalists from Advertising & Media and CSR beats. The film was then released on YouTube and Mahindra’s social media channels. The firm also shared real-life stories of Nanhi Kali beneficiaries with media.