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IPL cricket superteam Kolkata Knight Riders and Mullen Lintas honour courageous women of India in powerful campaign
Kolkata Knight Riders (KKR), the reigning TATA IPL champions, successfully launched their #ShahoshiRani (which translates to ‘Brave Queen’) initiative on Tuesday alongside the eighth edition of Knight Golf at The Royal Calcutta Golf Club (RCGC).
#ShahoshiRani pays tribute to women demonstrating exceptional courage in challenging circumstances. This initiative integrates several impactful pillars: Play It Forward, Skill Up For Equality, and the Vidushee Programme, with beneficiaries from each celebrated at the event.
The initiative reflects KKR’s dedication to creating social impact through sports and empowerment, aiming to amplify extraordinary women’s voices while promoting inclusivity. By connecting #ShahoshiRani with Knight Golf, KKR united team management, players, and supporters for community engagement.
Ram Cobain, chief creative officer of Mullen LintasWhen we were ideating for this campaign, we realised KKR’s ‘Korbo, Lorbo, Jeetbo’ philosophy isn’t limited to cricket, but applies brilliantly outside the field as well. If KKR’s men are ‘Knights’, these girls and women are the true ‘Queens’ in real life. Thus, the idea of Shahoshi Rani (Brave Queen) was born.
The event was made possible through support from Principal Donor Sugam Homes, Associate Partner Hedonne, and Apparel Partner Athletic Drive.
The initiative addresses three critical areas: upskilling women from underserved communities in tailoring and beauty services for financial independence; providing sports programs with mental health support to rural girls and children in rehabilitation homes; and training tribal girls as community educators who now teach first-generation learners in remote villages.
All proceeds from Knight Golf will support the Meer Foundation and related initiatives focused on empowering women facing adversity.
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