Project Nanhi Kali, an initiative of the K.C. Mahindra Education Trust and jointly managed by the Naandi Foundation, has rolled out its ‘Power of One’ campaign, highlighting the transformative impact of individual contributions on young lives.

The campaign, conceptualised by Ogilvy, consists of an ad film.

The film opens with a voiceover that frames the idea simply: one may seem like a small number, but its impact can be profound. It then unfolds through the story of a single girl, showing how her journey begins to shift perceptions within her family and influence those around her. In homes where she becomes the first to attend school, that ‘one’ takes on far greater meaning. The narrative focuses on changes that don’t always show up in metrics, how girls start to see themselves differently, build quiet confidence, and find stronger support from their families and communities through the foundation. At a time when impact is often measured by scale, the film captures transformation at a deeply personal level, illustrating how a shift in one girl’s life can ripple outward, shaping aspirations, strengthening support systems, and influencing an entire community.

What we think about it: The film lands its idea with clarity, using a single girl’s journey to make the ‘Power of One’ feel intimate and emotionally credible rather than abstract, and its documentary-style treatment adds a sense of authenticity. At the same time, it does feel slightly stretched in parts, and a tighter edit could have made the storytelling sharper and more impactful.

The campaign was released on 24 April on YouTube and Instagram.

CREDITS:

Client: Mahindra and Mahindra/KCMET

Chief customer and brand officer, Mahindra Group: Asha Kharga

Executive director - KCMET and Trustee: Sheetal Mehta

GM - brand and digital marketing head, Mahindra: Shilpi Dubey Pathak

DGM-brand and digital, Mahindra: Avantika Chitlangia

Director: Afshan Hussain Shaikh

Cinematographer: Mart Ratassepp, ESC

Producer: Sidhant Sarkar

VO: Vidya Balan

Agency: Ogilvy

CCOs, India: Kainaz Karmakar and Harshad Rajadhyaksha

Group creative directors: Ashok Karkala and Vinay Pawaskar

VP (account management): Sneha Shah

Account executive (account management): Sejal Wadkar