International Women’s Day campaigns increasingly reflect a shift in how brands approach gender narratives. Rather than relying solely on symbolic messaging, several marketers are combining storytelling with on-ground engagement and data-led insights. 

This year’s campaigns span sectors including healthcare, finance, mobility, retail and wellness, with formats ranging from community outreach and digital films to retail-led activations. The common thread is a focus on everyday realities — from access to diagnostics and mobility jobs to personal wellbeing and financial participation. These campaigns illustrate how Women’s Day communications are evolving from single-day gestures into broader conversations about visibility, participation and lived experiences.

Redcliffe Labs’ women’s health awareness drive reaches 1 lakh people

Redcliffe Labs concluded a nationwide series of initiatives aimed at strengthening preventive healthcare awareness among women and improving access to maternal diagnostics in the lead-up to International Women’s Day. The programme centred on addressing gaps in awareness and access to essential health screenings across communities.

A key component of the outreach was the ‘8:03 Women’s Health Express’ initiative, which culminated at Matunga Railway Station in Mumbai. At the station, Redcliffe Labs organised awareness sessions for women railway staff.

Expert-led interactions during these sessions focused on preventive healthcare, balanced nutrition and the importance of regular health monitoring. The discussions encouraged women employees to prioritise their wellbeing alongside demanding work schedules.

The effort also included a collaboration with Purnata, an NGO working against human trafficking. The association aimed to expand the conversation beyond healthcare to include broader social awareness linked to women’s wellbeing and empowerment.

Alongside the station initiative, Redcliffe Labs organised maternal screening camps across more than 90 cities. The camps were designed to improve awareness and access to prenatal diagnostics for expecting mothers who are often unable to undergo routine screenings due to limited awareness, accessibility challenges or affordability barriers.

The maternal health outreach focused on encouraging timely testing and enabling pregnant women to make informed healthcare decisions during different stages of pregnancy. The company said these camps were structured to ensure basic diagnostics and guidance were available to women who might otherwise lack access to regular screenings.

Across the country, the initiative resulted in more than 250 health camps being conducted. Through these engagements, the programme reached over 1,00,000 individuals via awareness sessions and health interactions.

As part of the maternal outreach component, more than 12,000 pregnant women underwent prenatal screenings. The screenings were aimed at enabling early monitoring and promoting awareness about maternal health during pregnancy.

For Redcliffe Labs, the campaign combined on-ground engagement with broader messaging around preventive healthcare. The company positioned the programme as part of its effort to encourage conversations about routine health monitoring among women.

Aditya Kandoi, founder and CEO, Redcliffe Labs, said, “Improving women's health outcomes requires both awareness and access. Through these initiatives, our effort has been to take essential health conversations closer to women across communities while enabling access to timely screenings that support informed health decisions.”

The series of initiatives formed part of the organisation’s outreach activities around International Women’s Day, using awareness programmes and community engagement to highlight preventive healthcare for women across multiple regions.

Bijliride highlights women in EV mobility campaign

Bijliride has launched ‘EmpowHer’, a Women’s Day campaign designed to highlight the growing role of women within India’s electric mobility ecosystem. It is built around the line ‘Because when she moves, the world moves’, and focuses on women working across Bijliride’s network. The initiative features individuals involved in corporate leadership, operational roles and on-road riders navigating urban delivery routes.

The campaign moves beyond symbolic messaging by presenting stories of women who contribute to building, managing and scaling services within the EV mobility ecosystem. Through these narratives, the brand positions mobility as a potential pathway for economic participation and financial independence.

As the EV sector expands in India, women are increasingly entering roles across last-mile delivery services, fleet operations and mobility management. Bijliride’s campaign seeks to document these experiences through real-life accounts rather than scripted storytelling.

The ‘EmpowHer’ initiative focuses on highlighting women working across the company’s ecosystem, encouraging greater female participation in sustainable mobility and promoting financial independence through mobility-led livelihood opportunities. It also reflects the company’s stated objective of building a diverse workforce.

For Bijliride, the campaign aligns with a broader narrative around inclusive mobility. The storytelling format attempts to connect individual journeys with wider shifts taking place in urban mobility and delivery networks.

Vishal Vikram, chief marketing officer, Bijliride, said, “EmpowHer is a reflection of the transformation we are witnessing within the EV ecosystem. Women today are not just joining the mobility workforce, they are shaping it. At Bijliride, we see mobility as more than transportation; it is access to opportunity, income, and independence. This campaign is about recognising that when women move forward, communities and cities move forward with them.”

The campaign will roll out across the company’s digital channels and brand platforms, using video storytelling and social media content to amplify the narratives of women involved in the EV ecosystem. By linking gender participation with the growth of electric mobility services, Bijliride is positioning the campaign within a broader conversation around sustainable urban transportation and workforce inclusion.

Spykar launches Women’s Day ‘Her Hustle Kit’

Spykar has launched a limited-edition ‘Her Hustle Kit’ as part of its International Women’s Day campaign, targeting women customers visiting its stores during the festive weekend. The campaign is based on an observation familiar to many women: handbags filled with essential everyday items. Spykar has positioned the initiative as a light-hearted response to the everyday juggling many women manage across professional and personal commitments.

The ‘Her Hustle Kit’ includes a denim pouch designed to organise everyday belongings. According to the brand, the product is intended to address the frequent need for women to carry multiple essentials in their handbags during busy schedules.

The kit will be gifted to every woman who shops at a Spykar store during the Women’s Day weekend on 7 and 8 March. Each kit contains a limited-edition denim pouch, a gift voucher and a message note linked to the campaign theme.

Through the campaign, Spykar attempts to connect everyday functionality with a broader narrative around women balancing professional, family and social responsibilities. The campaign communication references the multiple roles women often navigate during a typical day, from work meetings to family commitments and personal errands.

Sanjay Vakharia, co-founder and CEO, Spykar, said, “A pouch is a necessity for every woman’s handbag – age, job, city no-bar. It holds her transitions from a 9-to-5 leader to a 6-to-9 dreamer, from boardroom presentations to school pick-ups. Whether it’s a lipstick for a last-minute plan, a charger that keeps her business running, or safety pins for last-minute fixes; this small yet powerful companion keeps her day seamless. We wanted to be a part of their daily story and acknowledge their hustle with this kit.”

The initiative forms part of the brand’s retail-led engagement strategy during the Women’s Day period. By linking a practical product with the occasion, the campaign aims to drive in-store participation while reinforcing the brand’s positioning among women consumers.

QNET launches ‘Behind Every Success’ digital campaign

QNET has launched its 2026 India digital campaign ‘#BehindEverySuccess’ to mark International Women’s Day, focusing on women direct sellers across its network. It highlights the journeys of women entrepreneurs involved in QNET’s direct selling ecosystem. Through storytelling and social media content, the initiative aims to showcase how individuals build businesses and mentor others within the community.

At the centre of the campaign is a storytelling series titled ‘Behind Every Success is a Woman Who Believed’. The series focuses on key moments that shaped the professional journeys of women associated with the company.

The campaign also highlights the role of mentors, uplines and team members who contribute to building networks within the direct selling structure. According to QNET, the initiative seeks to underline the importance of mentorship, community support and consistency within entrepreneurial ecosystems.

The campaign runs for five days leading up to International Women’s Day on 8 March and is being distributed through QNET India’s social media channels.

As part of the campaign visuals, the Chairos Ladies Watches collections – Onyx and Twilight – are featured across select assets. The watches are presented as symbolic elements within the campaign narrative.

Nischal C, head of corporate communications, QNET India region, said, “At QNET, we believe that empowerment does not just stem from the faith that a woman has in herself but also in the belief that she extends to others. This Women’s Day, we proudly celebrate and express our heartfelt gratitude to the women independent entrepreneurs, mompreneurs, and emerging leaders who inspire us every day, reaffirming our commitment to nurturing a space where they can rise with confidence, lead with resilience, and shape success on their own terms.” Through the campaign, QNET continues its focus on digital storytelling to highlight entrepreneurship within its distribution network.

WattPower marks Women’s Day with menstrual health outreach

WattPower marked International Women’s Day with a menstrual health and hygiene initiative that reached 4,000 women and adolescent girls across Gujarat and Rajasthan.

The programme was implemented under the company’s broader purpose ‘Wired for Good’ and focused on awareness, sustainability and long-term community engagement. Conducted between December 2025 and March 2026, the initiative targeted underserved communities including slum clusters, semi-urban settlements, labour communities and schools.

The project was executed in partnership with SP Seva Sansthan and Baala. SP Seva Sansthan is a Section 8 grassroots organisation that works across women’s empowerment, health and education, while Baala specialises in menstrual health awareness and sustainable hygiene management solutions.

The initiative combined structured workshops with practical solutions aimed at strengthening menstrual health literacy and addressing long-standing social stigma associated with menstruation. Through interactive community sessions, participants were educated on hygienic practices, safe menstrual management and the importance of open conversations around reproductive health.

To ensure that the programme extended beyond short-term awareness efforts, each participant received a reusable menstrual hygiene kit designed to last up to two years. The kits were intended to enable safer menstrual management while reducing recurring costs and limiting environmental impact associated with disposable sanitary products.

Alongside product distribution, the programme included structured awareness sessions designed to reinforce behavioural change. Community engagement formed a central element of the initiative, with workshops conducted to address social stigma and build knowledge among women and adolescent girls.

The programme also adopted a ‘Training of Trainers’ model to enable long-term impact. Under this framework, local women and community representatives were trained to carry forward menstrual health awareness initiatives within their communities. By equipping these participants with practical knowledge and communication tools, the programme aimed to create a multiplier effect that would sustain awareness efforts even after the formal project phase ended.

Through this approach, WattPower positioned the initiative as part of a broader strategy to combine corporate purpose with community outreach. The programme emphasised access to information, dignity and health as key elements of long-term social development.

Commenting on the initiative, Smriti Agrawal, director, WattPower Foundation, said, “Creating lasting impact means going beyond business and addressing real needs at the community level. We are committed to supporting menstrual health awareness in underserved areas to enable dignity, knowledge, and confidence among women and girls. For us, responsible progress must translate into meaningful improvements in lives where it matters most.”

Following the completion of the current phase, WattPower said it is evaluating opportunities to expand similar initiatives to other regions in the future, based on the outcomes and learnings from the programme.

Edelweiss Mutual Fund campaign spotlights women investors

Edelweiss Mutual Fund has launched a digital campaign for International Women’s Day that highlights the growing participation of women in India’s financial ecosystem. It centres on a digital film that focuses on the increasing role of women as investors and financial decision-makers. It positions this shift as one of the most significant transformations currently taking place across the country’s banking, financial services and insurance sectors.

Across mutual funds, equity markets, insurance and banking, women are increasingly entering investment ecosystems earlier and building long-term wealth creation habits. According to the brand, women are also investing more consistently and developing disciplined financial planning behaviours.

Through the campaign film, Edelweiss Mutual Fund attempts to capture this evolving reality. The narrative highlights how women across the country are opening investment accounts, starting systematic investment plans and participating more actively in capital markets.

The film is led by Radhika Gupta, managing director and chief executive officer, Edelweiss Mutual Fund, and builds towards a central message that reframes how the financial industry views growth and participation.

Rather than focusing on traditional markers of growth such as products or companies, the campaign positions women themselves as the fastest growing force within the financial sector. The communication adopts a positive narrative, highlighting progress rather than focusing only on the gaps that have historically shaped conversations around women and finance.

The brand’s messaging emphasises that while challenges around participation and financial confidence remain, the current shift reflects meaningful progress. The film concludes with the line: “The fastest growing thing in finance today is women. Are you in?”

Commenting on the campaign, Gupta said, "For a long time, conversations around women and finance have focused on what’s missing - the participation, access or the confidence gap. But what we are seeing today is a powerful shift. Women are investing earlier, building disciplined habits and taking charge of their financial future. This campaign is about recognising that momentum and encouraging more women to be part of it."

The brand said the campaign seeks to encourage more women to take their first step towards long-term investing by acknowledging the momentum already visible within the market.

The campaign was executed by the creative agency All In and directed by Sonal Batra. It is being distributed across digital platforms as part of Edelweiss Mutual Fund’s broader Women’s Day communication strategy.

Oziva launches ‘#ItsNotFine’ Women’s Day campaign

Oziva has launched a digital campaign titled ‘#ItsNotFine’ for International Women’s Day, focusing on everyday patterns where women tend to neglect their own health and wellbeing. The campaign draws attention to small but familiar situations within households. These include moments when women delay their own meals, prioritise family responsibilities over rest, or dismiss fatigue by saying ‘It’s fine’.

By focusing on these everyday behaviours, the campaign aims to highlight how such habits gradually become normalised. The narrative encourages families to pause and reflect on the meaning behind the phrase ‘It’s fine’, which often masks fatigue, postponed health needs or overlooked personal wellbeing.

The storytelling format uses familiar voices from television and digital platforms to convey these everyday experiences. Actors Aly Goni and Jasmine Bhasin appear in a role-reversal narrative within the campaign.

In this storyline, Goni steps into Bhasin’s daily routine to illustrate how women often manage multiple responsibilities while continuing to reassure others that everything is ‘fine’. The role reversal highlights the invisible emotional and physical labour frequently undertaken by women in households. Comedian and digital personality Bharti Singh also participates in the campaign along with her husband, writer-producer Haarsh Limbachiyaa. Their narrative highlights how the phrase ‘It’s fine’ frequently appears in everyday conversations within relationships.

Digital creator Viraj Ghelani adds another dimension to the campaign through humour-driven content. In his segments, Ghelani explains to friends how common phrases used by women, including ‘It’s fine’, can often carry deeper meanings within relationship dynamics.

The campaign is designed to move beyond storytelling by encouraging wider conversations around preventive health and everyday wellness.

Commenting on the initiative, Parvathy Raja, vice president for brand marketing at Oziva, said, “Our campaigns are crafted to drive meaningful cultural conversations around health. Over the years, we’ve consistently brought attention to areas that are often overlooked - from conversations around PCOS to the everyday gaps in women’s nutrition and wellbeing. With #ItsNotFine, we aim to highlight the subtle, yet deeply ingrained behaviours where women put their health and themselves last. Through this campaign, we hope to encourage families to recognise these patterns and collectively shift the narrative - because women’s wellbeing should never be treated as an afterthought.”

To extend the campaign message, the brand has also launched a ‘Women’s Wellness Fest’. The initiative offers freebies worth INR 2,299 alongside access to several Oziva products including ACV Moringa, Gluta Fizzy, Collagen Ceramides, Hair Vitamins, Bioactive Plant Protein, and Protein & Herbs for Women. The Fest also includes Lakme Salon vouchers as part of the promotion, positioning the initiative as a starting point for women to prioritise self-care and wellbeing.

TechnoSport film highlights women across brand ecosystem

TechnoSport has released a campaign film titled ‘Made By Strength’ ahead of International Women’s Day, highlighting women working across different parts of its organisation.

The film is anchored in the company’s #GiveToGain philosophy and focuses on women contributing across manufacturing, corporate and retail functions.

Shot across factory floors and corporate offices, the narrative presents everyday moments of work that shape the company’s operations. Scenes capture product design discussions, decision-making processes and production activity, creating a visual record of the roles women play within the brand’s ecosystem.

The campaign deliberately moves away from symbolic representation. Instead, it highlights how women contribute to operational processes that define product development and delivery.

Patralika Agrawal, head of marketing at TechnoSport, said the film reflects internal experiences within the organisation. “This film is special to me because it reflects something I see every day at TechnoSport. The women who power our brand bring far more than effort to the table, they bring perspective, resilience, and a strong point of view that shapes how we think and grow as an organisation.

She added that real progress happens when women feel empowered not just to participate, but to question, contribute, and influence decisions. “Because when women’s voices are heard, organizations don’t just become more inclusive, they become smarter and stronger,” she added.

The narrative also incorporates voices from different levels within the company. Rashmi Agarwal, director at TechnoSport, appears in the film describing women’s involvement in product development. “Every product starts with an idea, and here women nurture that idea from concept to completion with creativity, warmth, and attention to detail.”

Additional perspectives come from Manisha Choraria, business and ecommerce growth lead, and Jyoti Kumari, senior manager for visual merchandising, who reflect on career progression and access to opportunity. The film also highlights women working on manufacturing floors, documenting personal stories about skill development and financial independence.

By bringing together these voices, ‘Made By Strength’ positions the workforce itself as the subject of the campaign rather than an external message. The campaign demonstrates the growing use of internal storytelling as brand communication. Instead of relying on celebrity endorsements or external narratives, TechnoSport builds its communication around employees and operational environments.

FRND campaign focuses on safety-first design for digital conversations

FRND, the avatar-based audio social discovery platform from Interact Group, has launched a Women’s Day campaign titled ‘Surakshit Conversations’ focused on digital safety. The campaign aims to increase awareness about safe online interactions as internet adoption expands across Tier 2–4 towns in India.

FRND reports that the platform currently hosts nearly one million conversations every day. To support this activity, it operates a 100-member moderation team alongside AI systems that monitor video, audio and chat interactions.

The ‘Surakshit Conversations’ campaign highlights these safety features through communication and community engagement initiatives. As part of the programme, FRND will host regular in-app sessions that educate users about recognising online risks and identifying warning signals in digital interactions. The company also plans to introduce a 24×7 toll-free helpline offering real-time support to users facing safety concerns.

Bhanu Pratap Singh Tanwar, co-founder and chief executive officer of Interact Group, said digital safety is becoming a core component of platform trust. As social networks expand deeper into Bharat, safety is no longer a feature, but a foundation of trust.

He said that for many women in Tier 2–4 towns, their first digital interaction shapes how safe the internet feels to them. “At FRND, we have built a women-first safety architecture, combining AI, moderation, and product design, so that conversations remain respectful, intentional, and empowering. ‘Surakshit Conversations’ is our way of bringing this commitment to the forefront and adding another layer of protection to our systems. From regular in-app safety sessions to a 24×7 toll-free helpline, this campaign is designed to equip them with the knowledge and real-time assistance they need,” Tanwar added.

The platform’s safety features include live moderation in public chat rooms and AI-assisted monitoring in private conversations. Women users can warn, remove or block other users instantly through a dedicated safety centre.

FRND has also restricted screen recording during video calls and prohibits screenshots of chats to reduce privacy risks. AI systems analyse conversations in real time and attempt to identify repeat offenders, even if they return using different devices or identities. During video calls, the interface ensures that approximately 80% of the screen shows the user’s face. If this condition is not met, the screen automatically blurs.

Bindu, a FRND user from Bengaluru, said the safety controls influence user confidence. “What makes FRND feel safer is that nobody can take screenshots, and during video calls, users have to show most of their face, so there’s less chance of misuse. If a conversation feels uncomfortable, I can take action instantly. That gives me the confidence to talk to new people without worrying about my safety.” For social media platforms targeting emerging digital audiences, the campaign reflects how safety infrastructure is becoming a central part of brand positioning.

Zurich Kotak challenges gender bias through social experiment

Zurich Kotak General Insurance has launched the latest edition of its ‘Drive Like A Lady’ campaign this Women’s Day with a social experiment designed to challenge persistent stereotypes about women drivers. Conducted across selected streets in Mumbai, the experiment aimed to highlight how quickly gender-based assumptions surface in everyday situations. A poorly parked car with a visibly damaged bumper was deliberately positioned between two neatly parked vehicles across a few popular lanes.

The staged scenario created a small but noticeable traffic inconvenience. Observers passing by the vehicle quickly formed opinions about the driver responsible for the situation. Passers-by were heard making remarks such as ‘the driver must be a girl’, ‘That’s not how men drive’, and ‘probably a girl’s car’. The comments reflected how instinctively gender bias shapes perceptions around driving ability.

The reveal that the driver responsible for the parking was not a woman prompted mixed reactions among onlookers. The moment encouraged quiet reflection among observers about how quickly assumptions are made based on gender.

The campaign uses this social experiment to reinforce the message that stereotypes about women drivers often do not reflect reality. By capturing spontaneous public reactions, the initiative demonstrates how bias can influence everyday judgments. The film concludes with the message: “Sometimes the real damage isn’t on your car. It’s in the notions.”

Through this approach, Zurich Kotak General Insurance places the spotlight on behavioural biases rather than product promotion. The campaign aligns with the brand’s broader ‘Drive Like A Lady’ platform, which has previously addressed stereotypes related to women and driving.

By choosing a real-world social experiment rather than a scripted narrative, the campaign highlights how deeply embedded such assumptions remain in daily life. The initiative also positions the brand within conversations around equality, responsible behaviour on the road and social awareness.

With the Women’s Day edition of ‘Drive Like A Lady’, Zurich Kotak General Insurance continues to use storytelling and public engagement to challenge perceptions and encourage more thoughtful conversations around gender stereotypes.

Godrej Capital celebrates women entrepreneurs in ‘Do Se Teen’

Godrej Capital, the financial services arm of the Godrej Industries Group, has launched its Women’s Day campaign titled ‘Do Se Teen’ (From Two to Three). The film highlights the ambitions of India’s emerging women entrepreneurs and the growing support they are receiving within their families.

The campaign centres on a moment from everyday life in which a woman entrepreneur prepares to expand her warehouse business from two stores to three. During a conversation about the expansion, her mother-in-law overhears the word ‘expansion’ and briefly assumes it refers to a pregnancy announcement.

The misunderstanding soon turns into a moment of celebration when the family realises that the ‘third’ refers to a new warehouse. The film concludes with the family supporting the entrepreneur as she signs a loan agreement that enables the business expansion on her own terms.

Through this narrative, the campaign reflects a broader shift taking place across India, where families are increasingly supporting women pursuing entrepreneurial ambitions. The story also highlights the role of financial independence and access to credit in enabling women to expand their businesses.

The campaign is part of Aarohi Loans for Women, an initiative by Godrej Capital’s subsidiaries designed to improve access to finance for women borrowers. Aarohi addresses structural barriers in lending by allowing women to apply for loans without the mandatory requirement of a male co-applicant.

Commenting on the campaign, Manish Shah, md and CEO, Godrej Capital said, “Across India, more women are stepping forward to build and scale their own businesses. However, access to formal credit at favourable terms continues to remain a challenge for many of them. Through Aarohi, we aim to remove some of these barriers and make it easier for women to access capital and grow with confidence. This campaign celebrates that spirit of ambition, and the families that are increasingly supporting women in pursuing it.”

Since its launch, the Aarohi platform has expanded its reach among women borrowers and entrepreneurs across India. The subsidiaries have disbursed INR 1,890 crore in loans under the initiative and have crossed the INR 1,000 crore AUM milestone. The platform is targeting approximately INR 1,200 crore AUM by the end of the financial year.

Beyond credit access, the initiative also focuses on capacity building for women-led businesses. This includes financial literacy programmes, training partnerships and community initiatives designed to strengthen entrepreneurial capabilities.

As part of its continued focus on women-led enterprises, the company recently launched an all-women branch in Pune to strengthen engagement with women entrepreneurs and business networks.  Through the ‘Do Se Teen’ campaign, Godrej Capital reinforces the message that financial support and encouragement at home can enable women to translate ambition into meaningful business growth.