- Our office: Delhi
- Our areas of focus: gender equality and inclusion; women's economic empowerment; dignity of work; climate change; resilience; health; water, sanitation and hygiene
- Our partners: Bill & Melinda Gates Foundation, H&M Foundation, Government of India, Centre for Social & Behaviour Change (Ashoka University), University of Pennsylvania Social Norms Group
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 transitioned the projects over to the Government of India to deliver this lifesaving work for years to come. Our learning and impact from a decade of digital development have now been published in a series of papers in , books, and conference proceedings.
Our portfolio builds on the government's Clean India Mission. We've developed mobile training modules for sanitation workers and we cover issues including how faecal sludge is managed to prevent water pollution and the spread of disease, and how to improve the lives of sanitation workers and waste collectors in the country. We’ve raised awareness and encouraged 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! (Nine to a Shade) to our integrated outdoor campaign Malasur, the demon of defeca. Our second Navrangi season - Life Navrangi (Colourful Life) - is now available (leads to third-party site). Evidence of impact from this work has also been .
Our current portfolio includes 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 – informal waste-pickers. The project includes a social media experiment and a viral 'Happy Number' music video.
Our digital Women’s Economic Empowerment project has worked to understand and develop scalable proofs of concept for how digital technology can strengthen women’s economic empowerment through women’s collectives. We are now working with leading academics and media platforms to design an intervention on understanding and affecting change in gender norms, focused on male 'gatekeepers' to women's access and meaningful use of smartphones and mobile internet.
Our work also tackles harmful expectations around gender roles, through our successful multimedia project, AdhaFULL (Half Full), with its myth-busting teenage stars; a mobile app called Nugget addressing gender norms; a #BigdiHuiLadki (Girl Gone Wrong) encouraging girls to break free of stereotypes and choose their own path; and a series of related eye-catching graphic novels.
Latest news from India
Our projects in India
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Digital Women’s Empowerment
Through research and pilot initiatives, we are working with women's collectives in India to learn how digital technology can further empower women. -
The ‘Invaluables’
Waste collectors work towards saving the environment by collecting, sorting, segregating, and recycling different kinds of waste. Yet, in India they remain invisible. By sparking a conversation through a unique social experiment, our latest project seeks to build recognition of the value they bring to people’s lives and our environment. -
After Flushing: creatively tackling sanitation in India
In a global first, our creative team in Delhi are producing a tv drama on urban sanitation supported by a bold social media intervention to get people talking about what happens after flushing. Where does it go? Find out more. -
Mobile messages giving newborn babies in India the best start in life
Kilkari is our award-winning maternal messaging service in India which helps to keep mothers healthy and give new-born babies the best possible start in life through the provision of accessible and timely health information. -
Inspiring young people through drama and discussion in India
AdhaFULL (Half Full) is an innovative drama and discussion programme for young people in India. -
Innovative communication to improve sanitation in India
Films, a photography book and a major conference are showcasing solutions to ending open defecation, a major hazard to health in India. -
Taking it to the people: improving family health in Bihar through radio, TV and community outreach
As part of the Ananya health programme, TV adverts and a long-running radio drama entertain and inform people about family health. -
Empowering community health workers in Bihar through Mobile Academy and Mobile Kunji
As part of the Ananya health programme, pioneering mobile services provide training and on-demand audio content to 1 million health workers.
Our insight and impact
Use our research library-
How do gender norms affect digital use amongst young women from small towns in India?
Based on our research insights, we developed a transmedia communication strategy to challenge regressive gender-digital norms. Read this summary to learn more. -
INSIGHT: Seven lessons from scaling up m-Health in India
Our work on health communication in India - now featured in BMJ Global Health - has reached millions and saved thousands of lives. Read about how we did it and what we learned. -
Can social media output help shift perceptions about informal waste pickers?
This summary looks at findings from research conducted on Â鶹ԼÅÄ Media Action’s ‘A Pathway to Respect, Identity, Dignity and Empowerment’ (PRIDE) project - which aims to shift negative perceptions about informal waste pickers and highlight their contribution to society in the city of Bengaluru in India. -
Can a television drama help young people challenge harmful gender norms?
A summary outlining results from a mixed methods evaluation into our cross-platform media project in India, AdhaFULL. -
WEBINAR SERIES: Gender and digital health
Throughout 2021, our monthly webinar series explored digital access, its implications and impact for issues of gender, health and economic empowerment. -
How has the Mobile Kunji audio visual job aid improved family health outcomes in Bihar, India?
A research summary exploring how Mobile Kunji, a multimedia service, improved family health outcomes in Bihar, India. -
This practice briefing tells the story of the Shaping Demand and Practices project on health communication in Bihar, and its impact.
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Story from our work: Priyanka Dutt, India
Watch: Â鶹ԼÅÄ Media Action's work on using basic mobiles to improving family health in India. -
Story from our work: Anshuman Sharma, India
Watch how Â鶹ԼÅÄ Media Action supported radio programmes giving bonded labourers in India information about their rights.
Past projects and resources
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Condom is just another word
A 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 India
A 16-year-old boy was rescued from bonded labour in India after his family listened to a Â鶹ԼÅÄ Media Action radio programme, Majboor Kisko Bola! (Who are you calling helpless!) and sought help. -
Superhero Bulgam Bhai
Tuberculosis is the biggest single infectious cause of death in the world. In 2012, Indian superhero Bulgam Bhai came to the rescue.