Our work in India smashes gender stereotypes and builds equality, improves health, and builds awareness around important sanitation issues, with innovative, creative programming.

  • Our office: Delhi
  • Our areas of focus: gender equality and inclusion; health; water, sanitation and hygiene; women's economic empowerment 
  • Our partners: Bill & Melinda Gates Foundation, H&M Foundation, Government of India, Unicef

About our work

From catchy condom ringtones to the world’s first TV drama about toilet waste, our India office is a creative powerhouse – consistently delivering award-winning communication projects for over 20 years.

Our India team created the innovative mobile health services, Kilkari and Mobile Academy, which have supported millions of mothers across India to have safer pregnancies and to better care for their newborns. Initially launched in Bihar and scaled up nationally, in 2019 we successfully handed the projects over to the Government of India to deliver this lifesaving work for years to come.

Our current portfolio builds on the government's Clean India Mission, covering issues including how faecal sludge is managed to prevent water pollution and the spread of disease, and improving the lives of sanitation workers and waste collectors in the country. We’re raising awareness and encouraging people to act through viral social media content, colourful TV drama, animations, radio spots, and attention-grabbing national advertising campaigns, from our hit TV show Navrangi Re! (now in the production of its second season) to our integrated outdoor campaign Malasur, the demon of defeca.

We’ve developed mobile training modules for sanitation workers, and recently started an important social media project in Bengaluru, ‘The Invaluables’, to help shift people’s perceptions towards, and ultimately improve the lives of, the unsung heroes and critical contributors to Indian society and economy – waste-pickers.

Our digital Women’s Economic Empowerment project has worked to understand and pilot how digital technology can strengthen women’s collectives, and help them to access financial capital at scale.

Our work also tackles harmful expectations around gender roles, through our successful multimedia project, AdhaFULL (Half Full), with its myth-busting teenage stars, and a series of related eye-catching graphic novels.

Latest news

Our projects in India

Our insight and impact

Use our research library
Use our research library

Past projects and resources

  • Condom is just another wordA know-it-all parrot, a kabaddi king, a condom ringtone and a puppy named Condom were all part of a mass media initiative to make condoms more acceptable to Indian men.
  • Preventing bonded labour in IndiaA 16-year-old boy was rescued from bonded labour in India after his family listened to a BBC Media Action radio programme, Majboor Kisko Bola! (Who are you calling helpless!) and sought help.
  • Superhero Bulgam BhaiTuberculosis is the biggest single infectious cause of death in the world. In 2012, Indian superhero Bulgam Bhai came to the rescue.