Celebrates mothers’ in their literacy revival journey.
Mumbai: This Mother’s Day, Titan Company Limited unveils a powerful campaign around its flagship CSR initiative – Titan Kanya. Titan Kanya, through its dedicated focus on structured education, has transformed the lives of over 74,000+ girls and women in FY24 across some of India’s most underserved regions. The creative film is a celebration of the power of literacy, and the evolving role of daughters in fostering education for their first role models – their mothers.
Evoking a deep sense of India’s rural emotional dividend, the film beautifully captures the journey of women who, despite being deprived of formal education, have chosen to rewrite their stories. Titled “Aage Badhegi”, the film has been conceptualized by Ogilvy and produced by Superfly Films, and poignantly narrates the story of mothers who are reclaiming their right to learn for themselves, and for their daughters.
Launched in partnership with the non-profit entity IIMPACT, the Mothers’ Literacy Program is an extension of the Titan Kanya mission – empowering the girl child through education. Realizing the rising aspirations of rural mothers to learn alongside their daughters, Titan has created structured literacy modules tailored for women who had never stepped into a classroom.
N E Sridhar, Chief Sustainability Officer, Titan Company Limited, added,“Our decade-long partnership with IIMPACT and the Titan Kanya initiatives to empower women has played a crucial role in augmenting education at the grassroots level, across rural economies. From early-grade reading in Anganwadis to third-party impact assessments, every step reinforces our Tata philosophy, creating sustainable change in the most underserved communities.”
Speaking on the campaign, Sirish Chandrashekar, Head – Corporate Brand, Titan Company Limited, said,“At Titan, we’ve always believed in the transformative power of education. Titan Kanya started with a vision to educate and empower girls from underserved communities. What we witnessed along the way was even more inspiring – the desire of their mothers to learn, grow and become a part of this journey. This campaign is our tribute to them, to their courage, their grit, and their unwavering belief that it’s never too late to learn.”
Titan Kanya program has reached over 74,000+ girls and women in in the last financial year alone in districts across Tamil Nadu, Karnataka, Uttarakhand, Uttar Pradesh, and West Bengal; focusing on remedial education, life skills, scholarships, and STEM learning. Additionally, the partnership with IIMPACT has been instrumental in creating grassroots change by training women educators and building bridges between schools, homes, and communities.
“As a society, we have learnt the importance of educating young girls; what is beautiful about this initiative is that women who have not benefited from this cultural shift are now getting an opportunity to start their journey to literacy just like their daughters who are also their biggest inspiration. This film is a celebration of that. We are thrilled to bring alive these stories and the fantastic efforts by the Titan CSR team”, added Maitri Ramkumar, Sr. Creative Director – Digital, Ogilvy.
As Titan looks to scale the program to impact over 1 lakh individuals every year, over the next three years, the Mothers’ Literacy initiative marks a pivotal moment, proving that the circle of education is complete only when mothers too are part of the story.
Watch the film here – https://youtu.be/PI5hLeBdWKw
