India's largest manufacturer of Utility Vehicles Mahindra will be launching a new campaign on 27th August, 2014. The campaign is called 'Proud Fathers For Daughters'. It is aimed at providing education to the girl child in India by providing academic and material support.
The campaign is in support of Project 'Nanhi Kali'. It jointly managed by K.C. Mahindra Education Trust and the Naandi Foundation. They currently have reached out to over 1,00,000 girls of India. The campaign is spread across nine states of India and target remote rural, tribal and poor urban sectors.
The campaign features work by several celebrities that has been captured by Atul Kasbekar. Celebrities like Sachin and Sara Tendulkar, Anil and Sonam Kappor, Rishi and Ridhima Kapoor, Javed and Zoya Akhtar and Alyque Padamsee with his daughters Raell and Shazahn.
The sex ratio in India is misbalanced and there are 914 girls to 1000 boys. In India most families still prefer a son over a daughter, there are several reasons for this belief. One of the main culprits is inadequate education. The campaign wants to promote education to girls of Indian society for a better tomorrow.
Anand Mahindra, Chairman, Mahindra Group, expressed, "As the proud father of two daughters, I believe that initiatives such as this can create a ripple effect and gradually help bring about an attitudinal change in our society where there is a marked preference for boys over girls."
Atul Kasbekar, who covered the campaign through his camera commented, "After shooting for more than two decades, I find a deep inner need to create images that have value outside commercial considerations. That India is sitting on a time bomb given the skewed gender ratio is now glaringly obvious and the need to fix it is of paramount importance."
He further added, "My personal belief is that a mindset change has more of a social impact than any number of laws possibly could. If my images can make a difference to this important issue, it would be most gratifying."
To know more about 'Proud Fathers For Daughters' campaign the details are below. If you want more information on 'Nanhi Kali' initiative or donate to the cause CLICK HERE.
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