MG Motor India in association with The Better India celebrates women role models across diversities with #MGChangemakers.
Be the change you wish to see – often said, seldom practiced. With a focus on diversity & community as one of the brand ethos, MG Motor India has launched a series along with The Better India that focuses on women who are doing transformative work and bringing change to communities at large by persevering to carve a societal change. Apt to the focus, the series is called #MGChangemakers. Wonderful for the initiative that UN Women MCO is also on board and sharing the initiative further.
So far, it seems like that the series would broadcast stories of 6 remarkable women changemakers. The auto brand strives to celebrate the cultural diversity by celebrating these women of substance who defied the shackles of stereotypes, bias, and hypocrisy to set themselves and those in need free.
Post the teaser launch, the first story launched via the initiative goes beyond gender as a focus in diversity which is surprising coming from an auto brand but also a welcome change.
The first episode which went live is a chronicle of Kalki Subramaniam’s life – a transgender activist, artist, author, actor, and inspirational speaker! With two Master’s degrees, Kalki is known globally for leading the battle against discrimination, bias, and stereotypes faced by transgenders. As a part of her efforts, Kalki founded the Sahodari Foundation, which works for the social, economic, and political empowerment of transgender and intersex persons in India.
The video highlights here struggles as a transgender, the drastic turn her life took and what motivated her to break free. It is a testimony to the fact that passion and dreams know no bounds. A tale of confusion and heartbreaks as a child to abuse and unjust behavior as an adult – Kalki’s story hits the spot.
With Kalki’s story, MG Motor India reaches out to millions of women out there who’re attempting to bring about a change in ways possible to them, without the rest of the world even knowing about it. #MGChangemakers is an ode to every woman who strives to create a better world.
Translating their initiative into tangible results, the partnership with UN Women India MCO seems a great integration as UN Women have been championing gender equality across the Asian Subcontinent collecting funds for this much needed cause. A fund raising campaign has also been initiated. The video has already gathered 2.5 lacs views by now and a feed of positive comments and support.
From a brand perspective, #MGChangemakers dabs into branded content while maintaining their brand identity as an auto brand celebrating the diversity that India is through thought leaders and torch bearers of the country.
MG Motor India recently entered the Indian market and has weaved an agile digital marketing strategy since. The brand has managed to leverage their offline fan following and loyalty online too with path-breaking campaigns and initiatives. #MGChangemakers narrates stories that need to be shared with the world while adding value to MG Motor India’s brand identity.