2023
Government of Uttar Pradesh
Mukhyamantri Kanya Sumangala Yojana – Awareness Film
A narrative-led awareness film created for the Uttar Pradesh Government to explain the benefits of the Mukhyamantri Kanya Sumangala Yojana. Through a relatable village setting and a warm, approachable teacher figure, the film simplifies how families can support their daughters’ education while receiving financial incentives across key milestones.
Awareness
Documentary
Overview
The Mukhyamantri Kanya Sumangala Yojana is one of UP’s flagship schemes focused on improving girls’ education, safety, and long-term empowerment. The film uses real rural environments, familiar characters, and everyday conversations to break down the scheme in a way that feels accessible, authentic and trustworthy.
Shot in rural areas with local actors, the film mirrors the lived realities of the target audience. A visiting teacher becomes the bridge between misinformation, hesitation, and informed decision making.
What was the challenge or idea?
The primary challenge was to communicate a government policy in a way that felt simple, non-technical, and emotionally grounded. Many families are unaware of the multiple incentive stages linked to a girl’s growth and education.
The idea was to use a storytelling format rather than a standard government announcement. By placing a teacher in the village and showing her address misconceptions head-on, the film creates an environment where learning feels conversational rather than instructional.
How did Rotten Tree approach it?
Ensured authentic rural representation through casting, wardrobe and locations.
Designed the narrative to address common doubts and objections from villagers through casual group conversations.
Balanced informational clarity with emotional warmth so that the benefits of the scheme feel meaningful rather than transactional.
Used clean graphics to illustrate the incentive slabs at the end while maintaining continuity with the cinematic tone.
Highlighted positive impact through visuals of young girls confidently heading to school, supported by their families.
Impact & Usage
The film helps frontline workers, teachers and district officials explain the scheme during village meetings.
Packs complex eligibility and financial slab information into an easily digestible narrative.
Helps increase trust and scheme adoption across rural communities by using familiar characters and settings.
Designed for multi-format use across social media, district screenings, government events and classroom discussions.
Credits
Client
Government of Uttar Pradesh
Campaign / Initiative
Mukhyamantri Kanya Sumangala Yojana (MKSY)
Awareness Campaign
Produced & Executed By
Rotten Tree Productions
In Association With
Snow Velvet Media Works
Direction
Ajinkya Sharma
Concept
Client
Executive Producers
Nikesh Sharma
Neetu Sharma
Production Manager
Sanket Agrawal
Casting Coordinator
Anunay Sharma
Cinematography
Ajinkya Sharma
Post-Production
Rotten Tree Productions
Sound & Music
Original sound and library music
Special Thanks
Anurag Gupta, Vidya Niket School
Trivia
Shot entirely with real locations and local actors to ensure relatability for rural audiences.
The teacher character was designed after inputs from field staff who interact with families daily.
The final information screen uses the actual government slab structure from the official MKSY portal.
The story flow mirrors real-life conversations documented in UP villages during pre-production research.
UP Government • MKSY • Girl Child Education • Social Awareness Film • Rural Communication • Behaviour Change • Government Schemes • Community Outreach • Development Sector Storytelling
Building a sensitive, socially impactful awareness campaign? Let’s create it responsibly.
More Works
(RTP® — 02)
FAQ
01
What kind of stories do you work on?
02
I don’t have a clear brief, is that a problem?
03
Do you only do big productions?
04
How involved can I be in the process?
05
What if I want something experimental?
06
How do you charge for projects?
07
Do you travel for shoots?
08
Why the name Rotten Tree?
2023
Government of Uttar Pradesh
Mukhyamantri Kanya Sumangala Yojana – Awareness Film
A narrative-led awareness film created for the Uttar Pradesh Government to explain the benefits of the Mukhyamantri Kanya Sumangala Yojana. Through a relatable village setting and a warm, approachable teacher figure, the film simplifies how families can support their daughters’ education while receiving financial incentives across key milestones.
Awareness
Documentary
Overview
The Mukhyamantri Kanya Sumangala Yojana is one of UP’s flagship schemes focused on improving girls’ education, safety, and long-term empowerment. The film uses real rural environments, familiar characters, and everyday conversations to break down the scheme in a way that feels accessible, authentic and trustworthy.
Shot in rural areas with local actors, the film mirrors the lived realities of the target audience. A visiting teacher becomes the bridge between misinformation, hesitation, and informed decision making.
What was the challenge or idea?
The primary challenge was to communicate a government policy in a way that felt simple, non-technical, and emotionally grounded. Many families are unaware of the multiple incentive stages linked to a girl’s growth and education.
The idea was to use a storytelling format rather than a standard government announcement. By placing a teacher in the village and showing her address misconceptions head-on, the film creates an environment where learning feels conversational rather than instructional.
How did Rotten Tree approach it?
Ensured authentic rural representation through casting, wardrobe and locations.
Designed the narrative to address common doubts and objections from villagers through casual group conversations.
Balanced informational clarity with emotional warmth so that the benefits of the scheme feel meaningful rather than transactional.
Used clean graphics to illustrate the incentive slabs at the end while maintaining continuity with the cinematic tone.
Highlighted positive impact through visuals of young girls confidently heading to school, supported by their families.
Impact & Usage
The film helps frontline workers, teachers and district officials explain the scheme during village meetings.
Packs complex eligibility and financial slab information into an easily digestible narrative.
Helps increase trust and scheme adoption across rural communities by using familiar characters and settings.
Designed for multi-format use across social media, district screenings, government events and classroom discussions.
Credits
Client
Government of Uttar Pradesh
Campaign / Initiative
Mukhyamantri Kanya Sumangala Yojana (MKSY)
Awareness Campaign
Produced & Executed By
Rotten Tree Productions
In Association With
Snow Velvet Media Works
Direction
Ajinkya Sharma
Concept
Client
Executive Producers
Nikesh Sharma
Neetu Sharma
Production Manager
Sanket Agrawal
Casting Coordinator
Anunay Sharma
Cinematography
Ajinkya Sharma
Post-Production
Rotten Tree Productions
Sound & Music
Original sound and library music
Special Thanks
Anurag Gupta, Vidya Niket School
Trivia
Shot entirely with real locations and local actors to ensure relatability for rural audiences.
The teacher character was designed after inputs from field staff who interact with families daily.
The final information screen uses the actual government slab structure from the official MKSY portal.
The story flow mirrors real-life conversations documented in UP villages during pre-production research.
UP Government • MKSY • Girl Child Education • Social Awareness Film • Rural Communication • Behaviour Change • Government Schemes • Community Outreach • Development Sector Storytelling
Building a sensitive, socially impactful awareness campaign? Let’s create it responsibly.
More Works
(RTP® — 02)
FAQ
01
What kind of stories do you work on?
02
I don’t have a clear brief, is that a problem?
03
Do you only do big productions?
04
How involved can I be in the process?
05
What if I want something experimental?
06
How do you charge for projects?
07
Do you travel for shoots?
08
Why the name Rotten Tree?
2023
Government of Uttar Pradesh
Mukhyamantri Kanya Sumangala Yojana – Awareness Film
A narrative-led awareness film created for the Uttar Pradesh Government to explain the benefits of the Mukhyamantri Kanya Sumangala Yojana. Through a relatable village setting and a warm, approachable teacher figure, the film simplifies how families can support their daughters’ education while receiving financial incentives across key milestones.
Awareness
Documentary
Overview
The Mukhyamantri Kanya Sumangala Yojana is one of UP’s flagship schemes focused on improving girls’ education, safety, and long-term empowerment. The film uses real rural environments, familiar characters, and everyday conversations to break down the scheme in a way that feels accessible, authentic and trustworthy.
Shot in rural areas with local actors, the film mirrors the lived realities of the target audience. A visiting teacher becomes the bridge between misinformation, hesitation, and informed decision making.
What was the challenge or idea?
The primary challenge was to communicate a government policy in a way that felt simple, non-technical, and emotionally grounded. Many families are unaware of the multiple incentive stages linked to a girl’s growth and education.
The idea was to use a storytelling format rather than a standard government announcement. By placing a teacher in the village and showing her address misconceptions head-on, the film creates an environment where learning feels conversational rather than instructional.
How did Rotten Tree approach it?
Ensured authentic rural representation through casting, wardrobe and locations.
Designed the narrative to address common doubts and objections from villagers through casual group conversations.
Balanced informational clarity with emotional warmth so that the benefits of the scheme feel meaningful rather than transactional.
Used clean graphics to illustrate the incentive slabs at the end while maintaining continuity with the cinematic tone.
Highlighted positive impact through visuals of young girls confidently heading to school, supported by their families.
Impact & Usage
The film helps frontline workers, teachers and district officials explain the scheme during village meetings.
Packs complex eligibility and financial slab information into an easily digestible narrative.
Helps increase trust and scheme adoption across rural communities by using familiar characters and settings.
Designed for multi-format use across social media, district screenings, government events and classroom discussions.
Credits
Client
Government of Uttar Pradesh
Campaign / Initiative
Mukhyamantri Kanya Sumangala Yojana (MKSY)
Awareness Campaign
Produced & Executed By
Rotten Tree Productions
In Association With
Snow Velvet Media Works
Direction
Ajinkya Sharma
Concept
Client
Executive Producers
Nikesh Sharma
Neetu Sharma
Production Manager
Sanket Agrawal
Casting Coordinator
Anunay Sharma
Cinematography
Ajinkya Sharma
Post-Production
Rotten Tree Productions
Sound & Music
Original sound and library music
Special Thanks
Anurag Gupta, Vidya Niket School
Trivia
Shot entirely with real locations and local actors to ensure relatability for rural audiences.
The teacher character was designed after inputs from field staff who interact with families daily.
The final information screen uses the actual government slab structure from the official MKSY portal.
The story flow mirrors real-life conversations documented in UP villages during pre-production research.
UP Government • MKSY • Girl Child Education • Social Awareness Film • Rural Communication • Behaviour Change • Government Schemes • Community Outreach • Development Sector Storytelling
Building a sensitive, socially impactful awareness campaign? Let’s create it responsibly.
More Works
(RTP® — 02)
FAQ
What kind of stories do you work on?
I don’t have a clear brief, is that a problem?
Do you only do big productions?
How involved can I be in the process?
What if I want something experimental?
How do you charge for projects?
Do you travel for shoots?
Why the name Rotten Tree?