#AchhiLadki Campaign : The idea of what it is to be an ‘#AchhiLadki’ in the Indian Society has restricted women’s agency to exercise her own choice. By pushing the boundaries of the popular narrative of what it means to be an #AcchiLadki, this character-driven campaign attempts to redefine the term and assert choices that women make in their everyday life. The campaign represents fierceness, frankness and vulnerability of the female experience in the Indian society. The campaign was in collaboration with more than 30 NGOs including Jagori and Sangath. The campaign was selected for Digital Empowerment Foundation.