Ingrained cultural norms, which value boys over girls lead parents to celebrate their son’s birthdays and achievements, often ignoring their daughters. By marking the birthday of the girl child or Laadli, a term of endearment used for daughters, we can cause a shift in regressive cultural norms. See how our viewers have adopted #LaadliDin.

HKBKSH celebrates the spirit of people who question norms, who lead change in their own lives and encourage others to do the same. Inspired by the show, and the protagonist Dr Sneha, people have been able to turn around their lives by combatting regressive gender norms as the Men of Chhattarpur are doing, or by exercising agency and willpower like Ladkunwar Khushwaha did. Reel to Real is a series of short films documenting this change in the lives of viewers who have successfully flipped the story.

Defecating in the open is an unhygienic practice, leading to pollution of water sources, land and air. Germs find a way back into food and water that is consumed by people and animals; leading to illnesses. Through #SwachhtaElaan we are promoting a mass culture of change- in the use of toilets and of healthy living.

The culture of marrying off girls early, whether in child marriages or just above legal age stems from unwed women being seen as burdens to their home. Lambi Sagai, or an extended courtship period between the man and the woman to be wed allows women to become mentally and financially ready for the marriage- it also promotes understanding between the couple. Watch how #LambiSagaai can flip the norm to increase spousal communication and male involvement in the relationship.

A call to end violence against women and girls, Bas Ab Bahut Ho Gaya, (enough is enough) is galvanising a movement to recognise and address socio-cultural norms that lead to gendered violence.

DonoBarabar, or Both Equalis a recognition of gender equality, and a break from the norms of regressive socio-cultural contexts. Dono Barabar says that men can support their wives’ career dreams, while women too can contribute to the household income.