Lenovo and YUWA a Jharkhand-based non-profit organization has set a new benchmark for Indian brands in cause marketing with ‘Pitch to Her', a unique campaign that was flagged off on Independence Day and went on for two months.
As a part of this initiative, Lenovo had called out India's brightest young minds to pitch interesting ideas to the YUWA girls - a bunch of talented football-playing girls who represented India in the 2014 USA Cup, a dream backed by Lenovo.
As a result of this, ‘Pitch To Her' has reached nearly 40 million people on digital and been acknowledged by eminent organizations and movements like the UN for Women, Half the Sky: Turning Oppression into Opportunity for Women and Girls Not Brides.
During the course of the campaign, Lenovo set up a computer lab at YUWA and did a host of fun, interactive and educational activities with the girls - from putting Hutup on Wikipedia and Google Street View to making music with Makey Makey and coding with MIT's Scratch program.
The YUWA girls also learnt to use cool camera techniques for light painting and experimented with GoPro cams. On Independence Day they harnessed solar power to illuminate their village. These unique experiments not only allowed the girls to bring out their zeal for science and technology but also helped them obtain remarkable results.
Speaking about this one-of-a-kind campaign, Bhaskar Choudhuri, Director, Marketing, Lenovo India, said, "We are proud of our association with the YUWA girls. Despite hailing from a small town like Hutup in Jharkhand, they have the firepower and understand that technology gives them the required platform to achieve their dreams. With ‘Pitch to Her' campaign we have established that Digital India goes beyond ‘free basics' on phones and Wi-Fi hotspots at railway stations."
On winning the internship Kailashram Ramalingam said "The passion and confidence with which the YUWA Girls go after their goals is truly inspiring. The extent to which these girls have overcome their challenges and their focus on leveraging technology to address their daily problems is an example to us all. I look forward to engaging and learning from them."