International Women’s Day campaigns are increasingly moving beyond celebratory messaging to narratives grounded in participation, access and representation. This year’s communication spans sectors from heavy industry and finance to beauty and entertainment, reflecting a wider shift towards purpose-driven storytelling.
Some campaigns highlight structural gaps, such as the limited share of women in core industrial jobs or capital markets participation. Others explore how everyday language, workplace systems and cultural perceptions shape professional opportunities.
Across these efforts runs a common theme: feminine power is not singular. It appears in different forms — boldness, balance, resilience and nurturing — reflecting how brands are reframing Women’s Day storytelling as a broader conversation about participation and agency.
Vedanta launches #HerAtTheCore campaign to invite women into core industries
To mark International Women’s Day, Vedanta Group launched a nationwide campaign titled ‘#HerAtTheCore’, combining social media storytelling with a LinkedIn-led hiring drive aimed at encouraging women to pursue careers across core industrial sectors.
The campaign focuses on the low participation of women in industries such as mining, metals, oil and gas, power and technology. According to the Annual Survey of Industries in India, women accounted for around 18% of direct employment across industries in 2023–24. In core sectors such as mining and metals, the share remains approximately 6%.
Through ‘#HerAtTheCore’, Vedanta positions the campaign within a broader narrative around India’s industrial growth. The messaging highlights that the country is entering a decade of expansion linked to the global energy transition, electric vehicle supply chains and advanced manufacturing. Metals, minerals, oil and gas, and power remain central to these industries, yet women represent only about 6% of the workforce in these sectors.
At Vedanta, women currently constitute 23% of the workforce, a figure the company states is above industry averages. The campaign communication is anchored in the line ‘6% isn’t enough and 23% is just the beginning’, positioning the initiative as both a reflection on the existing workforce gap and an invitation to women professionals to participate in shaping the sector’s future.
The campaign is being amplified across digital channels, with particular focus on LinkedIn as a recruitment platform. It encourages women engineers, geologists, data scientists, operators and leaders to apply for roles across Vedanta Limited businesses.
The strategy blends employer branding with talent acquisition. By highlighting visible female role models alongside active recruitment messaging, the campaign attempts to challenge perceptions that core sectors remain inaccessible to women.
Commenting on the initiative, Priya Agarwal Hebbar, non-executive director at Vedanta Ltd and chairperson of Hindustan Zinc Limited, said, “India’s growth ambitions require the full participation of its talent pool. At Vedanta, women today represent 23% of our workforce but this is only the beginning. Our ambition is to grow to 35% and ultimately to 50%. We are not only increasing representation — we are redesigning systems, deploying advanced technologies and building life-stage support frameworks that enable women to thrive in core industries. #HerAtTheCore is both a celebration and a call to action. We encourage talented women across disciplines to join us and help shape the sectors that power the world.”
The campaign reflects a broader trend where recruitment messaging is integrated with purpose-driven storytelling. Rather than positioning diversity purely as a human resources initiative, ‘#HerAtTheCore’ frames women’s participation as an economic and industrial necessity. By combining hiring outreach with social media narratives, Vedanta is using the campaign to address both employer perception and talent attraction within sectors historically dominated by male professionals.
Vestige links beauty storytelling to colour psychology campaign
Vestige Marketing has unveiled its International Women’s Day campaign titled ‘Her Power, Her Palette’, positioning beauty as a medium of self-expression through the symbolism of colour.
The campaign reinterprets feminine strength through colour psychology, suggesting that each shade represents a different form of identity and empowerment. The communication moves beyond conventional beauty advertising to frame cosmetics and skincare as expressions of personality and emotional states.
At the centre of the campaign is the idea that strength cannot be defined by a single trait. Instead, the narrative highlights multiple expressions of feminine power — boldness, balance, resilience and nurturing — represented through colour themes across the company’s beauty and skincare portfolio.
The campaign brings together three brands within Vestige’s portfolio: Vellino, Mistral of Milan and Skin Formula 9. Each brand is associated with a different colour-based expression of strength.
Vellino is presented as representing bold power, targeting women who demonstrate confidence and assertiveness. Mistral of Milan is positioned around elegance and poise, emphasising grace and timeless sophistication. Skin Formula 9 draws on golden hues symbolising resilience, empathy and inner strength.
The storytelling is built around the emotional psychology of colour, using visual narratives to connect product categories with broader themes of identity and confidence. Through this approach, the campaign attempts to reposition beauty products as tools of self-expression rather than purely aesthetic enhancements.
Commenting on the campaign, Gautam Bali, founder and managing director at Vestige Marketing, said, "At Vestige, we believe beauty is not about seeking validation, it is about expressing who you truly are. Just as colour theory tells us that every shade carries its own meaning, every woman carries her own unique strength. Through ‘Her Power, Her Palette,’ we celebrate this beautiful spectrum, encouraging women to choose colours and products that reflect their personality, mood, and aspirations."
Beyond product communication, the campaign also references the company’s direct selling model. Vestige operates a network of independent distributors across India, many of whom are women entrepreneurs.
The campaign narrative connects beauty with entrepreneurship, positioning the direct selling ecosystem as a pathway to financial independence. The company states that its network has created opportunities for women, particularly in Tier 2 and Tier 3 cities, where access to traditional employment can be limited.
CDSL IPF encourages women investors through digital films
Central Depository Services (India) Limited Investor Protection Fund has introduced a digital campaign encouraging women to begin investing in the securities market. The initiative forms part of the organisation’s investor awareness programme titled ‘AtmanirbHER’.
The campaign positions women’s financial participation as an important component of financial inclusion. According to its messaging, women currently account for 25% of demat account holders, compared with 20% last year, reflecting growing engagement with capital markets.
To support the initiative, CDSL Investor Protection Fund released two digital advertising films. The films are part of a multilingual campaign distributed across digital platforms in 12 Indian languages.
The first film focuses on a narrative where a group of friends encourages a hesitant woman to overcome her doubts about investing. The storyline addresses common concerns such as lack of knowledge and fear of financial risk, while emphasising the importance of informed decision-making.
The second film shows the same character beginning her investment journey. The narrative highlights how taking control of financial decisions can provide confidence and independence. Both films reinforce the campaign message ‘#BanoMsAtmanirbharInvestor’.
The films frame investing as a structured process that requires research, planning and financial discipline. By presenting the story through everyday social interactions, the campaign attempts to simplify the concept of investing for new entrants to the securities market.
Commenting on the initiative, Nayana Ovalekar, chief regulatory officer at CDSL and trustee at CDSL IPF, said, "Financial self-sufficiency is one of the most powerful forms of empowerment, and investing is a key step in that journey. Through the ‘AtmanirbHER’ initiative, we aim to encourage more women to take their first step towards investing in the securities market with the right knowledge, planning and confidence, enabling them to build a secure financial future and truly become Atmanirbhar investors."
The campaign forms part of CDSL IPF’s ongoing efforts to promote financial literacy and investor awareness among different audience segments. By focusing specifically on women, the initiative attempts to address participation gaps within the investment ecosystem. The campaign uses storytelling and regional language content to expand the reach of financial education messaging across diverse demographics.
AU SFB releases AI-powered ‘Bharat ki Naari’ anthem
AU Small Finance Bank has launched an AI-powered music video titled ‘Bharat ki Naari’ as part of its International Women’s Day communication. The campaign uses a rap-driven narrative and generative AI visuals to portray the daily routines and ambitions of working women across India.
The campaign aligns with the bank’s women-focused programme ‘M’, which aims to encourage financial confidence, digital adoption and long-term planning among women customers.
The anthem is written and performed by music influencer Trilok India Official and adopts a Hinglish rap format. The bilingual lyrics narrate a working woman’s day beginning at 5 AM and extending into late-night planning sessions, highlighting the range of responsibilities many women manage simultaneously.
Anchored around the refrain, “I run the show, I break the walls… Bharat ki Naari, I stand tall,” the song portrays women as active participants in shaping their careers, families and personal ambitions. The narrative includes references to multiple roles women perform, including professionals, entrepreneurs, caregivers and homemakers.
The campaign’s visual approach relies on AI-generated imagery to depict diverse work and life environments. The film transitions between corporate offices, homes and public spaces, illustrating how women navigate professional commitments alongside domestic responsibilities. These visual transitions mirror the pace and complexity of modern work-life patterns.
AU Small Finance Bank designed the campaign to appeal to younger, digital-native audiences. The rap format, AI-driven production style and social media-first distribution strategy reflect a shift towards entertainment-led financial communication.
The campaign’s creative direction centres on authenticity rather than a traditional brand message. Instead of focusing on banking products, the film highlights themes of ambition, resilience and independence, linking these ideas to the broader objectives of the ‘M’ programme.
The campaign was conceptualised and produced by AU Small Finance Bank in collaboration with Trilok India Official. By combining music culture with generative AI visuals, the campaign attempts to capture the everyday rhythm of modern professional life. The storytelling format emphasises narrative and relatability, positioning the anthem as both a cultural tribute and a digital content asset.
The campaign reflects a broader industry trend where financial institutions are experimenting with entertainment formats such as music videos and short-form storytelling to engage younger audiences. The use of AI-generated visuals also signals the growing adoption of generative technologies in brand storytelling. For marketers, ‘Bharat ki Naari’ demonstrates how music, technology and social narratives can intersect to create culturally resonant financial communication.
Shemaroo addresses leadership bias with ‘Glass Ceiling’ campaign
Shemaroo Entertainment has launched a Women’s Day campaign titled ‘The Glass Ceiling’, focusing on structural barriers that continue to limit women’s access to senior leadership positions.
The campaign highlights the gap between growing conversations around diversity and the continued imbalance at leadership tables across industries. Through a visual narrative, the initiative aims to prompt discussion about how equal capability and ambition do not always translate into equal access to decision-making roles.
The storytelling approach emphasises the concept of an ‘invisible barrier’. The campaign illustrates how systemic structures and workplace practices can influence professional advancement, even when organisations publicly support diversity.
The initiative builds on Shemaroo’s earlier purpose-driven campaigns. Previous communication from the company includes ‘Har Role Is Her Role’, which questioned gender stereotypes across professions. With ‘The Glass Ceiling – Her Role Her Rise’, the focus shifts from representation to leadership equity.
Commenting on the campaign, Arghya Chakravarty said, “Inclusion cannot remain a surface level commitment. As an industry, we have made progress in representation, but leadership equity requires deeper introspection. The barriers that limit women’s advancement are often structural and invisible. With this campaign, we want to bring those constraints into view and encourage conversations that lead to measurable change, within organizations and beyond. At Shemaroo, we believe meaningful change begins by acknowledging these deep rooted structures and consciously working to dismantle them”.
The campaign positions storytelling as a mechanism for explaining complex social issues. By visualising the ‘glass ceiling’, the communication attempts to translate abstract discussions about workplace inequality into accessible narratives.
Anuja Trivedi added, “As a brand that speaks to millions, it becomes our responsibility to address conversations that truly matter. Storytelling has the power to simplify understanding of complex realities. ‘The Glass Ceiling’ is not just a Women’s Day message but also an invitation to reflect on how leadership ecosystems function. Equity must extend beyond participation. It must ensure progression. At its core, the campaign seeks to drive awareness, dialogue, and a more conscious approach to building workplaces where merit has equal opportunity to rise.”
The campaign forms part of Shemaroo’s broader approach to purpose-led storytelling. Rather than positioning the initiative purely as a Women’s Day tribute, the company frames it as a conversation about organisational culture and leadership structures. It reflects how entertainment brands are increasingly using social narratives to expand their cultural relevance. By addressing systemic issues through visual storytelling, the campaign attempts to spark industry conversations about inclusion and professional advancement.
HDFC Mutual Fund highlights investor mindset in campaign
HDFC Mutual Fund has launched an investor education campaign titled ‘Invest Like A Woman’ to mark International Women’s Day. The campaign centres on a film that connects qualities often associated with women’s everyday decision-making with the mindset required for long-term investing. According to the campaign narrative, traits such as patience, discipline, foresight and resilience mirror the principles behind consistent wealth creation.
Through the film, the brand highlights how women manage multiple responsibilities in their personal and professional lives. These experiences, the campaign suggests, often involve careful planning, balancing priorities and adapting to changing circumstances.
The narrative draws a parallel between these behaviours and investment discipline. Just as consistent investing builds wealth gradually, the film suggests that women regularly invest time and effort into building families, careers and relationships that create long-term value.
The campaign’s messaging is built around the idea that these qualities make women natural investors. By highlighting existing behavioural strengths, the initiative aims to encourage greater financial confidence among women considering investment options.
The campaign is also designed to expand financial literacy conversations beyond traditional investor segments. Instead of focusing purely on market returns or financial products, the storytelling emphasises everyday decision-making as a foundation for financial planning.
The communication is supported by the hashtag ‘#InvestLikeAWoman’, which encourages wider discussion about investment behaviour and financial independence. For the asset management industry, women represent a growing but still underrepresented segment of investors. Campaigns such as this attempt to address participation gaps by reframing investment conversations in relatable terms.
The campaign adopts a narrative-driven approach rather than a product-led message. By connecting financial literacy with personal experiences, the film attempts to simplify the idea of investing for audiences who may perceive financial markets as complex or intimidating.
The campaign positions investing as a long-term habit rather than a short-term financial activity. Through this framing, HDFC Mutual Fund attempts to broaden the conversation around financial participation while highlighting the behavioural traits associated with disciplined investing.
Mahindra Finance amplifies employee voices through #HerVerse
Mahindra Finance has introduced ‘#HerVerse’, a Women’s Day campaign that uses spoken word poetry to highlight the experiences of women employees across the organisation.
The campaign focuses on storytelling built around real-life narratives rather than scripted advertising. It was developed through a co-creation process involving poets and employees across functions and geographies within the company.
Each poet engaged in direct one-on-one conversations with women employees, gathering personal stories of ambition, challenges, career growth and workplace experiences. These interactions formed the foundation for the spoken word pieces presented in the campaign.
The narratives span roles from frontline employees to leadership positions, creating a collection of stories that reflect the diversity of women’s experiences within the organisation.
Mahindra Finance designed the campaign to move beyond symbolic celebrations often associated with Women’s Day. Instead, the storytelling format emphasises authentic voices drawn directly from employees.
The spoken word performances transform these conversations into creative expressions, highlighting themes such as resilience, collaboration, professional growth and solidarity within the workplace.
The company has positioned ‘#HerVerse’ as an original intellectual property rather than a one-time initiative. According to the campaign concept, the platform will return annually with new voices and narratives.
This approach allows the campaign to evolve into an archive of workplace stories over time, documenting the changing experiences of women within the organisation. It reflects a growing interest in employee-led storytelling. By placing internal voices at the centre of the narrative, organisations attempt to present a more authentic representation of workplace culture.
The campaign also demonstrates how spoken word poetry and creative formats are increasingly being used in corporate communication to convey complex themes around identity, belonging and professional development. ‘#HerVerse’ illustrates how internal storytelling can be translated into public-facing content that highlights organisational culture while amplifying employee perspectives.
BIBA campaign challenges gendered workplace labels
BIBA has launched a Women’s Day campaign titled ‘Ek Aasmaan’, focusing on how everyday language can reinforce gender bias in professional spaces. Developed in partnership with Enormous, the campaign centres on a film distributed across BIBA’s social media platforms. The narrative examines how phrases such as ‘lady pilot’, ‘lady doctor’ or ‘lady boss’ frame women’s achievements as exceptions rather than professional norms.
The campaign began with a series of provocative visuals on social media, including imagery of a scalpel and a cockpit. These visuals introduced the campaign’s central question: why should competence be defined by gender?
The hero film extends this idea through a short narrative set during a workplace toast. A celebratory Women’s Day message that includes gendered professional labels is met with a response that highlights the absurdity of such qualifiers.
As the conversation unfolds, the unnecessary prefix ‘lady’ is visually removed from the professions mentioned. The moment of awkwardness becomes the turning point that reveals how casual language can unintentionally reinforce bias.
The campaign attempts to highlight how subtle linguistic habits shape perceptions of professional competence. By focusing on everyday phrases rather than overt discrimination, the film encourages audiences to reconsider how language influences workplace culture.
Commenting on the campaign, the company’s marketing head Ekta Gupta Dutta said, “This Women’s Day, we take a moment to question the biases we often overlook. Sometimes bias hides in the most ordinary words. Labels like ‘lady pilot’, ‘lady boss’ or ‘lady judge’ may sound harmless, but they quietly frame women as the exception. With Ek Aasmaan, BIBA hopes to encourage a simple shift, because excellence doesn’t need a prefix.”
Unlike traditional Women’s Day campaigns within the fashion category, ‘Ek Aasmaan’ avoids product-led messaging. Instead, the campaign focuses on social commentary around language, identity and professional recognition.
It illustrates how brands are using cultural insights to create conversation-led communication. By addressing subtle behavioural patterns, the initiative attempts to move beyond symbolic messaging and encourage reflection on everyday biases.
Campus Activewear extends ‘You Go Girl’ narrative with Zeenat Aman film
To mark International Women’s Day, Campus Activewear has released a campaign film featuring actor Zeenat Aman, extending its ongoing ‘You Go Girl’ communication platform.
The film adopts a cinematic storytelling approach that moves away from conventional depictions of achievement such as wealth or fame. Instead, the narrative centres on personal choice as the driver of progress. Through a sequence of visual moments, Aman moves through contrasting environments while rejecting expectations tied to image, nostalgia and public perception. The storyline culminates in a symbolic embrace of freedom — positioning the idea as the ability to define one’s own direction rather than conform to external labels.
The narrative uses Aman’s persona to reflect broader experiences of women who continue to navigate expectations around identity, roles and representation. Her movement across different settings in the film serves as a metaphor for women redefining success on their own terms.
The campaign forms part of Campus Activewear’s broader ‘You Go Girl’ initiative, which encourages women to approach life and personal decisions with self-belief and independence. By positioning Aman as both protagonist and cultural reference point, the campaign attempts to connect generational perspectives on autonomy.
Prerna Agarwal, chief innovation officer at Campus Activewear, said the initiative reflects the company’s broader focus on supporting women’s aspirations beyond symbolic communication.
“For us, empowering women goes far beyond a campaign or a single day of celebration. It begins with creating an environment where women feel confident, supported, and free to pursue their ambitions without hesitation. At Campus, we focus on understanding their everyday movements and designing products that genuinely make day-to-day lives easier, whether that means comfort through long days, reliability through changing roles, or style that reflects individuality. We believe progress happens when women feel heard, when their feedback shapes what we build, and when small barriers are removed consistently. When women are given the right support system, they do not just move ahead personally. They create momentum for everyone around them.”
Aman also reflected on the campaign’s messaging and its connection to broader conversations about identity. "I have spent a lifetime being told what I should look like, what I should wear, and what I should represent. And for a lifetime, I have walked my own way regardless. That is not rebellion that is simply knowing who you are. When Campus approached me with this campaign, I said yes immediately, because the message is not about me. It is about every woman who has been handed a label and decided to wear it as a badge of honour instead. You go girl — move your way,” the veteran actor said.
The film positions freedom not as permission granted by external structures but as agency claimed by individuals. By aligning the message with its existing campaign platform, Campus Activewear continues to build continuity around ‘You Go Girl’ as a long-term communication narrative. It illustrates how brands are using personality-led storytelling to expand purpose-driven messaging while reinforcing an existing platform.
Pepperfry film reframes Women’s Day narrative around rest
Pepperfry has launched a digital campaign titled ‘Pause’ to mark International Women’s Day, focusing on the role of rest within the routines of women balancing multiple responsibilities.
The campaign’s central film challenges the cultural narrative that links productivity with personal value. Instead, it presents rest as a necessary element of everyday wellbeing.
Using a point-of-view storytelling format, the film places viewers inside the daily routine of a working woman navigating a busy schedule. The narrative begins with a fast-paced sequence showing a morning commute, workplace responsibilities and a constant flow of tasks. The camera perspective emphasises the pressure of moving continuously from one obligation to another.
The tempo changes when the character returns home. The ambient noise fades as she closes the door and enters a quieter domestic space. The film’s final sequence shows her sinking into a Pepperfry recliner, accompanied by the campaign message: ‘Pause. With Pepperfry.’
The visual storytelling places emphasis on the home as a space where individuals can disengage from external pressures. Rather than highlighting product features directly, the film frames furniture within a broader lifestyle narrative centred on comfort and personal time.
Kulbhushan Atkar, head of marketing and furniture category at Pepperfry, said the campaign aims to encourage a different perspective on how time is valued. “Women today are constantly balancing multiple roles and responsibilities, often moving from one task to another without taking a moment for themselves. With this campaign, we wanted to challenge the idea that slowing down is unproductive. We believe our homes should be spaces that allow us to pause, recharge, and simply be. This Women’s Day, we hope to remind women that taking time for themselves is not indulgent — it’s essential,” he added.
The communication attempts to reposition Women’s Day messaging away from themes that focus exclusively on resilience or achievement. Instead, it highlights the idea that wellbeing includes the ability to disengage from continuous activity. The campaign demonstrates how brands are linking emotional storytelling with product context.
Pepperfry situates its furniture offering within the narrative of home environments designed for comfort and recovery. The campaign also reflects a broader trend in lifestyle marketing where brands emphasise slower moments within daily routines. By focusing on rest rather than productivity, the film introduces a counterpoint to traditional narratives of constant movement and ambition.
Myntra courtroom spoof challenges judgment around women’s choices
Myntra has released the second edition of its Women’s Day campaign ‘Fashion Ki Adalat’, expanding the concept to explore how women’s choices are frequently scrutinised.
Titled ‘Fashion Ki Adalat 2.0’, the campaign uses a courtroom parody to examine everyday judgments that women encounter in personal and professional spaces. The film features actor Lisa Ray as the defendant in a fictional case titled ‘Society vs Her Choices’. Actor Archana Puran Singh reprises her role as the presiding judge, delivering commentary with humour while questioning the assumptions behind the accusations.
The narrative builds on last year’s campaign that addressed criticism around fashion choices. This year’s storyline expands the theme to include broader life decisions.
In the opening phase, the film shows Ray at the age of 18 being criticised for questioning social norms. Responding to the accusations, she says: “If the choice is between sleeveless and spineless, I choose fearless.” The courtroom proceedings continue into later stages of life. After marriage, Ray’s decision not to change her surname becomes the subject of debate.
Responding to the criticism, she says: “Shaadi toh partnership hai, not an acquisition.” The narrative also addresses judgments around clothing choices. At one point, Ray defends wearing a backless blouse with the line: “Girlies, always pair your backless blouse with full-length confidence, kyunki revealing toh inka discomfort hai.”
The storyline concludes with questions around midlife expectations, where ambition and personal goals are framed as unconventional. Ray responds: “Mid-Life? That’s just a timeline, not a deadline.” She further asserts: “My life’s timeline, my hairline, my jawline, my waistline, my neckline, you don’t get to draw the line.”
Throughout the film, Singh highlights the contradictions in society’s judgments, ultimately delivering the verdict: “No saza for Lisa.” The campaign ends with the message: ‘Dear society, your judgments are not in fashion anymore.’
Monalisa Panda, head of social media marketing and creator ecosystem at Myntra, said the campaign aims to expand the conversation around self-expression.
“This Women’s Day, with ‘Fashion Ki Adalat 2.0’, we wanted to build on the conversation initiated last year. Through this campaign, we aimed to spotlight a reality many women experience, where self-expression is often met with unsolicited scrutiny throughout life. Fashion and beauty, at their core, are powerful reflections of individuality, yet they are frequently shaped by external expectations. At Myntra, our focus is on inspiring people to express themselves through fashion and beauty. By offering a diverse range of styles to meet the evolving needs of diverse customers and leveraging technology to make discovery more intuitive and personal, we aim to create an ecosystem where individuality is celebrated, and people feel confident owning their choices unapologetically.”
The campaign illustrates how humour and satire can be used to explore cultural themes while maintaining brand engagement.
Stashfin spotlights women entrepreneurs through Instagram storytelling
Marking International Women’s Day, Stashfin has released an Instagram video portraying the journey of women entrepreneurs and reflecting on how access to finance can strengthen independence and everyday livelihoods. Moving away from conventional brand-led messaging, the film presents a slice-of-life narrative centred on a woman entrepreneur running a small tailoring and clothing business.
The video offers viewers a glimpse into the determination, resilience and community support that often define grassroots enterprises. The storyline follows the challenges many small business owners face while trying to grow their ventures. For individuals in the informal and micro-enterprise segments, access to timely financial support can determine whether a business remains stagnant or gains the confidence to expand.
By portraying everyday conversations and relatable situations, the video highlights how financial tools can function as enablers behind personal ambition and entrepreneurial progress. The storytelling uses a grounded approach, allowing the experiences of the characters to unfold naturally rather than relying on overt promotional messaging. The narrative also incorporates AI influencers to bring the story to life while retaining a human-centred tone.
The visuals capture moments of collaboration, trust and shared optimism, elements that often shape the journeys of small entrepreneurs who depend on both skill and financial backing to sustain their businesses. These moments reflect the realities of micro-enterprise ecosystems where relationships and financial access play equally important roles.
The story also draws attention to the increasing participation of women entrepreneurs in India’s micro-business ecosystem. Across cities and neighbourhoods, many women are building independent ventures ranging from tailoring units to home-based enterprises. These ventures contribute to local economies while enabling women to balance professional and personal responsibilities.
By highlighting such a character, the video reflects a broader shift where financial inclusion and digital lending solutions are gradually becoming part of everyday entrepreneurial journeys. The narrative positions financial access not as a dramatic turning point but as a steady support system enabling incremental growth.
At a time when social media content often prioritises speed and spectacle, the film adopts a quieter and more reflective tone. It focuses on everyday progress rather than dramatic transformation, encouraging viewers to consider how small interventions—financial, social or emotional—can influence an individual’s ability to move forward.
Through its storytelling, the video contributes to the broader conversation around financial access, entrepreneurship and dignity of work. By placing the spotlight on a relatable entrepreneurial journey, it reminds audiences that behind many small businesses are stories of persistence, aspiration and the effort to create stability and growth.
boAt campaign challenges women driving stereotypes
boAt, an audio and wearables brand, has launched its Women’s Day campaign titled ‘Baddies on Road’, challenging the long-standing stereotype that women are poor drivers. The campaign centres on the boAt HIVE Dashcam and reframes the conversation around confidence and skill on the road.
The campaign film opens with a woman confidently stepping into the driver’s seat as the engine starts. As she begins driving through the city, familiar stereotypes begin appearing around her. Social media comments such as ‘Ladki chala rahi hai, pakka thokegi’, billboards declaring ‘Women can’t parallel park’, and roadside remarks like ‘Chaabi de de, tu nahi nikal paegi’ appear throughout the journey.
The road itself becomes part of the narrative, with the words ‘She can’t drive’ appearing beneath the vehicle. However, as the film progresses through dynamic driving visuals captured from the boAt HIVE Dashcam perspective, the narrative takes a turn. The message becomes clear: ‘She’s not bad on the road, She’s a baddie on the road.’
Blending humour with social commentary, the campaign seeks to move the conversation away from outdated beliefs about women’s driving abilities. Instead, it positions technology and real-world evidence as tools that can challenge assumptions.
“Women drivers have long been judged through outdated stereotypes. With ‘Baddies on Road’, we wanted to flip that narrative and celebrate the confidence women bring to the road every day. Through the boAt HIVE Dashcam, we are letting the truth on the road speak for itself,” a boAt spokesperson, said.
The product plays a central role in the campaign’s narrative. The boAt HIVE Dashcam features onboard microSD storage, smartphone app connectivity, optional cloud integration, and intelligent parking surveillance powered by motion detection and G-sensor triggers. These features are positioned as tools that provide protection and peace of mind even when the vehicle is unattended.
By linking the product’s functionality to a wider cultural conversation, boAt integrates product storytelling with a social message. The campaign uses the dashcam’s perspective to reinforce the idea that facts captured on the road can challenge stereotypes. Through this Women’s Day initiative, boAt encourages audiences to adopt a more balanced perspective about women drivers. The campaign suggests that confidence and driving ability should be judged by skill rather than outdated assumptions.
Shaastram film captures quiet moments before women begin
Shaastram, a ritual based hair care brand from Indishreshtha, has released a digital film titled ‘BeforeSheBegins’ on Women’s Day. The campaign is built around the insight that women often have a quiet moment of preparation before stepping into their many roles.
The narrative portrays women across different professions and situations. Scenes include a woman entering a boardroom, a surgeon preparing for an operation, a woman cooking for her family, someone training at the gym and a police officer putting on her cap before duty.
Each scene captures the moment before action begins, focusing on the strength, composure and focus women carry into their responsibilities. The film highlights the often unnoticed moment where women gather themselves before taking on daily challenges.
At the centre of the story is a recurring action: the simple act of doing one’s hair before stepping out. The campaign frames this as a personal ritual that prepares women for the tasks ahead.
Shaastram positions itself within this moment of preparation. Rooted in ancient wisdom and designed to nourish and protect hair naturally, the brand presents itself as a companion in women’s everyday routines.
Commenting on the film, Varun Tejwani, CEO and founder, Shaastram said, “This film comes from a simple observation - before women step into the many roles they play through the day, there’s often a small moment where they instinctively do their hair in a way that prepares them for the task ahead. That simple act became the inspiration for #BeforeSheBegins. It reflects how hair is present through every challenge she takes on, and how Shaastram, through the ritual of hair oiling, helps strengthen and care for it along the way.”
IndiShreshtha is a beauty and personal care startup focused on addressing modern personal care challenges with solutions rooted in Bharat’s traditional practices. The company was founded by Varun Tejwani, who has more than 12 years of experience in retail and FMCG distribution.
Tejwani has worked across more than 90 categories in personal care and processed foods, collaborating with companies such as ITC, Marico, Reliance, PepsiCo and HUL HFD Division. The brand’s journey is supported by investors including Tomorrow Capital (Lodha Ventures, now Abhinandan Ventures) and Yadupati Tradebiz, a sister concern of the JK Cement Group.
Through the ‘BeforeSheBegins’ campaign, Shaastram highlights everyday rituals as moments of preparation that shape women’s journeys across professional and personal spaces.
PregaNews film addresses postpartum mental health
PregaNews, the pregnancy detection brand by Mankind Pharma, has released a digital film ahead of International Women’s Day addressing postpartum experiences that are often overlooked in conversations around motherhood.
The campaign highlights that nearly one in five mothers in India experience postpartum depression, yet many continue to struggle in silence due to fear of judgment or misunderstanding. Through its storytelling, the film encourages more open conversations around maternal mental health.
The narrative portrays relatable situations where postpartum struggles are frequently normalised in everyday conversations. New mothers are often expected to accept discomfort, emotional challenges and exhaustion as part of the journey without expressing their concerns openly.
Through a series of everyday moments, the film depicts how these expectations can prevent women from sharing their experiences. The storytelling approach aims to create a more supportive environment where mothers feel comfortable discussing emotional wellbeing without hesitation.
The initiative reflects PregaNews’ continued effort to support women beyond pregnancy detection. The brand positions motherhood as a journey that involves emotional wellbeing alongside physical health.
Commenting on the campaign, Joy Chatterjee, vice president and head of sales and marketing for consumer division, Mankind Pharma, said: "At PregaNews, we believe that supporting women goes beyond pregnancy detection. Motherhood is a deeply personal journey, and every woman deserves understanding and empathy during this transformative phase. Through this campaign, we hope to encourage meaningful conversations around postpartum experiences and help create an environment where women feel heard, supported and reassured."
The film was conceptualised and executed by Shweta Bhuchar, co-founder and producer, and Gaurav Bhardwaj, co-founder and director, SG Dream Media. The production focuses on portraying the quiet realities that many new mothers face but rarely articulate. Through this Women’s Day initiative, PregaNews expands its role from being a pregnancy detection brand to participating in broader conversations around women’s health and maternal wellbeing.
Tata Consumer Products highlights workplace listening bias
A familiar workplace pattern anchors Tata Consumer Products’ latest Women’s Day initiative: a woman makes a point, the room moves on, and recognition arrives only after someone else repeats it. The company addresses this behaviour through #TheNoRepeatCampaign, a digital effort that spotlights everyday conversational bias in professional settings.
Created by Schbang, the campaign unfolds through a mockumentary-style film centred on a corporate employee named ‘Doobara’, a term that translates to ‘again’. The character represents professionals who find themselves restating ideas in meetings, presentations and brainstorms before they are acknowledged.
The narrative is supported by research. McKinsey & Company’s ‘Women in the Workplace 2024’ report states that 39% of women report being interrupted or spoken over at work. Perceptyx research from 2022 indicates that 19% of women face frequent interruptions, while 42% say this occurs at least sometimes.
Nidhi Verma, head, corporate communications and investor relations, Tata Consumer Products, said, "Workplaces thrive when every voice is heard the first time it speaks. With #TheNoRepeatCampaign, we wanted to shine a light on a bias that many women experience but rarely gets called out openly. By encouraging teams to listen more consciously and acknowledge ideas fairly, we hope to create environments where contributions are valued for their merit, not the number of times they need to be repeated."
The film mirrors its message through deliberate repetition woven into the script, recreating the experience of being overlooked until echoed by another voice. The storytelling device aims to make the discomfort visible rather than rhetorical.
The initiative also connects with Tata Consumer Products’ internal ‘SpeakUp’ culture, which promotes employee participation in sharing feedback and perspectives. The programme encourages listening and acknowledgement as a shared responsibility across teams.
Jitto George, president of solutions, Schbang, said, "The insight was simple but powerful: many women have lived through moments where their ideas only gain traction when someone else repeats them. We wanted the storytelling to reflect that reality in a way that feels relatable, slightly uncomfortable, and ultimately hard to ignore. The mockumentary format let us capture that everyday dynamic while inviting viewers to rethink how conversations actually unfold in their own workplaces."
Aligned with International Women’s Day 2026’s theme ‘Give To Gain’, the campaign positions attention and acknowledgement as organisational behaviours that influence collaboration and decision-making. The communication underscores a practical proposition: when ideas are heard the first time, workplace efficiency improves and creative contributions move faster.
Grey India develops ‘Blink’ narrative for Bandhan Mutual Fund
Bandhan Mutual Fund has introduced the next phase of its Equal Calculator initiative with a campaign that examines how career pauses shape financial outcomes. Conceptualised by Grey India, the ‘Blink’ campaign presents life-stage interruptions as structural gaps within traditional investment models.
The communication addresses a long-standing industry assumption: that careers follow uninterrupted, linear trajectories. In practice, many professionals pause work for marriage, motherhood and caregiving. The campaign positions these pauses as ‘blinks’ that alter long-term compounding potential.
The film follows a working woman navigating workplace transitions while the world around her continues uninterrupted. It visualises how temporary breaks influence cumulative financial growth over time. The narrative argues that investment frameworks still assume continuous employment, creating a disconnect between lived experience and financial modelling.
The Equal Calculator tool enables investors to factor career breaks into planning by adjusting contribution patterns to stay aligned with long-term goals.
Harsh Kapadia, chief creative officer, Grey India, said, "Life doesn't move in a straight line. It blinks. Careers pause for marriage, motherhood, and caregiving, but finance was built on a myth of uninterrupted work. That is why women lose compounding, security, and independence. The Equal Calculator puts these blinks into the math, so women are no longer set back financially for choosing family alongside ambition, and finance can finally move at the speed of real life."
Vishal Kapoor, CEO of Bandhan AMC, said, "At different points in life, personal priorities may take centre stage and careers may pause for a period of time. While this can happen to anyone, women often experience these pauses more frequently and for longer durations. With The Equal Calculator and the ‘Blink’ campaign, we hope to build greater awareness around planning for these realities, enabling individuals to approach long-term financial goals with greater foresight."
The campaign extends Bandhan Mutual Fund’s positioning around inclusive financial planning by reframing career continuity as variable rather than fixed. It argues that long-term security should account for personal milestones instead of penalising them.
MTV India film examines workplace listening gaps
MTV India has launched a Women’s Day digital film in collaboration with RepIndia, focusing on conversational dynamics in professional spaces. The campaign questions whether participation in meetings translates into being heard.
Set during a routine workplace video call, the film captures the pace of virtual collaboration, where overlapping conversations and rapid exchanges can sideline individual voices. The narrative reflects familiar communication patterns in contemporary work environments.
Workplace research informs the campaign. Deloitte’s ‘Women @ Work 2024: A Global Outlook’ report identifies interruption and being talked over as among the most frequently reported non-inclusive behaviours experienced by women in Indian workplaces. This insight shapes the central message: "Women are speaking. Are you listening?"
Neelanjan Dasgupta, national creative director, RepIndia, said, "When we started thinking about Women’s Day, we realised the most powerful thing we could do was simply show a familiar moment. Being interrupted in conversations is something many women experience every day, especially at work. Instead of being preachy, we chose to present the situation as it is. Sometimes just holding up a mirror to reality is enough to start an important conversation".
The campaign moves away from celebratory Women’s Day narratives and instead focuses on everyday communication realities. It highlights the difference between occupying space in a discussion and completing a thought without interruption.
