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New Delhi: On this International Women’s Day, several brands are turning to branded content to bring attention to the everyday experiences shaping women’s lives, moving beyond celebratory messages to engage with real conversations around work, identity, health and financial independence.
Campaigns from PregaNews, Tata Consumer Products, Bandhan Mutual Fund, Aditya Birla Capital and Zomato explore themes such as postpartum care, workplace bias, career breaks, financial planning and the experiences of women in the gig economy.
Through films, podcasts and digital storytelling, these initiatives show how brands are using narrative-led formats to reflect the changing conversations around women’s roles across workplaces, homes and society.
PregaNews turns Women’s Day film into a branded conversation on postpartum care
PregaNews has released a digital film ahead of International Women’s Day that shifts its narrative from pregnancy detection to postpartum care. The campaign highlights a stage of motherhood that often remains under-discussed, focusing on the emotional and physical challenges many women face after childbirth. Citing that nearly one in five Indian mothers experiences postpartum depression, the film portrays the silence, fatigue and emotional strain that new mothers are often expected to normalise.
Tata Consumer Products flags workplace bias where women’s ideas go unheard
Tata Consumer Products has launched TheNoRepeatCampaign for International Women’s Day, highlighting the workplace bias where women often have to repeat ideas before they are acknowledged. Created by Schbang, the mockumentary-style film follows a character named “Doobara,” symbolising women whose ideas are overlooked until repeated.
Backed by research on workplace interruptions, the campaign encourages conscious listening and reinforces the company’s SpeakUp culture, promoting inclusive discussions and equal recognition of ideas.
Bandhan Mutual Fund campaign explores how life pauses shape women’s financial journeys
Bandhan Mutual Fund has rolled out the ‘Blink’ campaign as part of its Equal Calculator initiative, highlighting how career breaks due to life stages such as marriage, motherhood and caregiving can affect women’s long-term financial outcomes. Created by Grey India, the campaign illustrates how traditional investment models assume uninterrupted careers, often disadvantaging women. The Equal Calculator allows investors to factor in career pauses and adjust contributions, encouraging more realistic financial planning and long-term wealth creation.
Aditya Birla Capital campaign questions systems that overlook women’s life journeys
Aditya Birla Capital has launched a Women’s Day film titled Change the Default Settings, highlighting how workplace, financial and societal systems are often built around structures that overlook women’s life journeys.
The film visualises women rewriting outdated systems rather than adapting to them, symbolised through changing codes that shape everyday structures. Through the campaign, the company emphasises the role of financial awareness and planning in helping women take control of their finances and pursue their goals with greater confidence.
Godrej Capital film looks at women entrepreneurs expanding businesses with family backing
Godrej Capital has released a Women’s Day campaign titled Do Se Teen, highlighting the aspirations of women entrepreneurs and the role of family support in their growth.
The film follows a woman expanding her warehouse business from two stores to three, with her family ultimately supporting her decision to take a loan. The campaign is part of the Aarohi Loans for Women initiative, which improves credit access by allowing women to apply without a male co-applicant.
Akasa Air launches podcast Skycast The Window Seat around stories of resilience
Akasa Air has introduced Skycast: The Window Seat, a podcast series launched on International Women’s Day to spotlight inspiring stories of ambition and resilience.
The first episode features a conversation between Sejal Haribhakti Mody, Chief Human Resources Officer at Akasa Air, and Anshu Jamsenpa, a Padma Shri awardee and the first woman to summit Mount Everest five times. The initiative aims to create a platform for meaningful conversations that celebrate perseverance, ambition and personal journeys across diverse fields.
Pepperfry campaign encourages women to pause amid everyday responsibilities
Pepperfry has launched a digital campaign titled Pause for International Women’s Day, encouraging women to take time to rest amid busy routines.
The film follows a woman navigating a hectic day filled with commuting, meetings and responsibilities before finally returning home to a moment of calm. Through the campaign, Pepperfry highlights the importance of slowing down and reframes rest as essential rather than unproductive, reinforcing the idea that homes should offer spaces for comfort, relaxation and personal well-being.
Myntra revives Fashion Ki Adalat campaign, questioning labels placed on women
Myntra has revived its campaign Fashion Ki Adalat ahead of Women’s Day with a new film that challenges societal judgments around women’s choices. Featuring Lisa Ray and Archana Puran Singh as the presiding judge, the courtroom-style film uses humour to highlight how women are often labelled and scrutinised at different stages of life. The campaign encourages unapologetic self-expression and questions the need for constant societal judgment.
Zomato’s new brand film challenges the everyday bias faced by women delivery partners
Zomato has released a new brand film highlighting the subtle biases women delivery partners face during their daily work. The film follows their journey from restaurant pick-up to customer delivery, capturing reactions such as surprise and curious questions, while the protagonists break the fourth wall to challenge these assumptions with humour.
The campaign reflects the growing participation of women in last-mile logistics, with over 3,500 active women delivery partners completing more than five lakh orders monthly. It also highlights the company’s efforts to build a safer gig ecosystem through measures such as 24×7 SOS support, night-time address visibility options and safety reporting features.
Instamart joins friends and family in Women’s Day surprise for trans creator Sanat Chadha
A Women’s Day surprise for Delhi-based creator Sanat Chadha has gone viral online after friends and family celebrated her first Women’s Day following the official update of her gender marker on her passport.
The celebration was supported by quick-commerce platform Instamart, which helped arrange decorations, snacks and essentials for a surprise house party. The viral video captures Chadha’s emotional reaction as she walks into the decorated room, cuts a cake and celebrates the milestone with her family and friends, drawing widespread support across social media.