Vedanta celebrates the spirit of social transformation through video campaign #ForABetterKal

New Delhi, 10th July, 2021:* Vedanta is rolling out a social
transformation 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.

As part of the campaign, the company will be unveiling five videos paying
tribute to frontline workers of Nand Ghar who are working tirelessly
towards upliftment of communities. 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 campaign, conceptualized and created by McCann World Group, throws
light on services such as education and new e-learning modules introduced
across villages to ensure continuity of early childhood education even
during the lockdown. These modules that were previously only seen in urban
cities are now being implemented successfully in villages through the
ardent efforts of the Nand Ghar team. Another video showcases the advanced
healthcare facilities provided to the communities. Medical services that
were a distant dream for these villages are now seeing the light of day due
to the Nand Ghar project.

The company will also be launching these videos 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 initiative Ms. Priya Agarwal Hebbar, Director, Vedanta
Resources 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.”

*Speaking on the idea behind the video campaign, Prasoon Joshi, CEO & CCO
McCann Worldgroup, India 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.”

With more than 2,300 Nand Ghars across 11 States, the 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 7 crore children and 2
crore women at the grassroots level.

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