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Project Streedhan

New aproach

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Spread the love

To make the message of Project Streedhan appeal to and resonate with urban women; to inspire them to further spread the message among their friends and communities.


We created a campaign that used the purity of gold, a precious metal, as an analogy for the importance of the iron count in a woman’s body. We strategically timed the launch of Project Streedhan to coincide with the centuries-old festival of Dhanteras, when people traditionally buy gold. The messaging encouraged women to ‘invest’ not just in gold but also in iron. In what would be a first, jewellers from across India were enlisted to support the campaign. Colourful visuals of women consuming iron-rich foods were employed to drive conversations around women and their relationship with food, and to challenge the way women are portrayed in popular media.


Over 18 million women saw the campaign. The Project Streedhan film received 10 million views across platforms - over 450,000 likes, comments shared the campaign in just 24 days.The campaign went viral on WhatsApp, with the film being shared across hundreds and thousands of groups. Celebrities and well-known personalities shared the film with pictures of their favourite iron-rich food using the official hashtag #investiniron. Project Streedhan triggered multiple debates around women and nutrition, gender stereotyping, and so on. The majority of voices supported the premise of Project Streedhan and condemned the gender stereotyping around women and their relationship with food. The campaign won the Economic Times Brand Equity Kaliedo award 2020 for the best CSR Campaign.