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Indian girls football team competes to build village school in docudrama for Lenovo

A young women’s football team from India is the idea behind a content marketing campaign for Lenovo.

Lenovo campaign

A three-part series #KickForABrick, hosted by Bollywood actor Ranbir Kapoor, follows the fortunes of a team from Jharkhand backed by NGO YUWA who travel to Spain to compete in a tournament to raise funds to build a school in their village.

community engagement element of the campaign called “Kick For A Brick” (#kickforabrick) calls on the community to post their own football videos in social media. Every “kick” will translate to a brick to build the YUWA school.

The series has registered around 3.3 million views on Youtube, and raised Rs 100,001 from 30 backers on crowdfunding platform ketto.org in 10 days since launching.

Bhaskar Choudhuri, the marketing director of Lenovo India, said that the girls from YUWA are the “living embodiment of the Lenovo brand – in terms of attitude and personality.”

“The ability to learn from failure ‘smartly’ and rise again, to be able to do what we call ‘fail forward’ persistently and relentlessly – that’s the spirit Lenovo stands for. When we heard the girls have qualified for the prestigious Donosti Cup and that they want to raise funds for the school, we knew it was the right time to engage the community in the inspiring story of Team YUWA who are in a sense representing India,” he said.

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