“The Girl Power is Gold Power” campaign by Kotak Mahindra celebrates female athletes and all the girls who aspire to follow in their footsteps.
The campaign video features badminton champions Ashwini Ponnappa, a Gold Medal winner at the Commonwealth Games 2010, and N. Sikki Reddy, Gold medalist at the South Asian Games 2016.
The advertisement disregards the orthodox idea of marriage being a social responsibility forced on young girls.
Under this project, the Kotak Mahindra has collaborated with the Pullela Gopichand Badminton Foundation based in Gachibowli, Telangana, to develop a state training facility for badminton with luxurious infrastructure and advanced coaching facilities to support more world-class players and their dreams.
Girl power is Gold power envisions to break the marriage culture in India and help Indian girls to chase their dreams and embrace their mettle.