Ambuja Shaktiroopena, the women empowerment movement was spread through multimedia, driving awareness, participation, engagement. A typical Bengali woman stands up for her rights, is outspoken, stronger with firm views unlike her counterparts in the rest of India. She was encouraged to join the movement by owning a badge and come forward with her stories of strength.

All Paromitas Sanchitas, Ipsitas, Sushmitas in WB were reached out through; leading Print (ABP, The Telegraph), Radio (Ads and RJ connect), Social media (Facebook, Anthem on Youtube), Mobile (SMSs to own ‘Shaktiroopena Badges’ at Durga Puja festival venues, across retail & residential societies), street plays in colleges and market places, awakening them to their inner strength to face situations bravely.

A month long campaign getting huge support from masses and celebrities joining in, culminated into making women even stronger. Workshops strengthening their knowledge in self-defense, legal rights etc. elated them even further.

1. The initiative rated 4.7/5 by Paromitas, Sanchitas, Ipsitas, Sushmitas on relevance, need and uniqueness

2. Ambuja’s “strong from within” proposition well communicated.

Key take-outs : Empowerment, Increased confidence, Improved strength, Power and stature in society, Ability to fight problems

3. Campaign reach: > 65%

4. Spontaneous Recall :58%

5. Ambuja Association: 85%

6. Pledges received : Facebook (10628), Missed Calls (9894), Badges Distributed: 12,638