MAM
Introducing Chhaa Jaa, Girl Effect’s first youth programme in India
MUMBAI: Introducing Chhaa Jaa (Go Forth and Shine), Girl Effect’s first youth programme in India aimed at empowering adolescent girls in India through digital media content. Chhaa Jaa’s focus is to inspire, inform and equip girls with the right skills and confidence to navigate their teenage years and reach their potential.
Reflecting the seismic shift in India’s digital media landscape, Chhaa Jaa comes to life online and on social platforms to meet girls where they are already looking for information or increasingly will be. Chhaa Jaa launches with three digital media properties across social media platforms (Facebook Youtube and Instagram) designed to reflect the choices girls face as adolescents using entertaining, informative and authentic storylines. The content is underpinned by innovative behaviour change science designed to empower girls to make informed decisions about their future – from accessing information about sexual and reproductive health, to negotiating with parents about choices for their education, or preparing to find a first job.
Chhaa Jaa’s launch content is based on Girl Effect’s core belief that to deliver long-term change it is crucial to build up a girl’s sense of self, her identity and her ability to ask questions. Arre Sunn Na uses sketch comedy to tell the story of two friends – Sweety and Tannu – to deliver powerful messages on the need for girls to stand by their decisions, think of themselves as being more than their relationships, and show how to navigate difficult everyday situations. Khullam Khulla and Tumhari Meri Baatein follow the story of an everyday girl, Rani who busts common myths teens have, and hopes to take on the shame and stigma around sexual and reproductive health (SRH) knowledge.
These storylines and characters are rooted in local culture and were co-created with girls, media, gender and culture experts after months of field research with girls, boys, parents and communities across India. A members-only online community called Bak Bak Gang will provide a moderated online space to take forward discussions raised by Chhaa Jaa’s content on topics like social pressures, relationships and career readiness.
Elaborating on the vision for Chhaa Jaa ahead of International Day of the Girl, Girl Effect CEO, Jessica Posner Odede, said: “Technology puts power in the hands of girls. Through Chhaa Jaa we see an incredible opportunity to use the power of mobile to engage girls with content they trust and empower them to make informed, positive decisions about their lives. Our ambition is to connect girls to services around them and create lasting change.”
Over the next two years, Chhaa Jaa aims to deliver tangible, measurable change in the lives of teenage girls in Rajasthan, while also driving towards scale across urban centers in the Hindi belt. To help gauge the impact of Chhaa Jaa's programmes in India, Girl Effect deploys cutting edge quantitative and qualitative research expertise. Girl Effect’s Technology Enabled Girl Ambassadors (TEGAs), have uncovered authentic insights into the lives of adolescent girls and will enable Girl Effect to test and improve Chhaa Jaa’s content through feedback from girls and their communities.
Girl Effect’s lead in India, Kanishk Kabiraj, added: “Despite better access to education, employment and health opportunities than ever before, girls still experience massive societal barriers and expectations that limit their potential. Chhaa Jaa is accessible on platforms that girls are using everyday and speaks to them in a language they understand about the reality of their choices and constraints. Girls have few role models in mainstream media to look to for support and guidance, and we want Chhaa Jaa to be the go-to for girls as they make decisions that will define their own futures.”
Chhaa Jaa is currently funded by the Children’s Investment Fund Foundation (CIFF) and the Vodafone Foundation, supporting its aim to digitally connect girls to information and services they need.
Hisham Mundol, Executive Director, India and Child Protection at CIFF, commented: “We are proud and excited to partner with Girl Effect. Their model – which is a combination of fit-for-purpose digital channels, brand and community building as well as giving voice and knowledge to young girls – holds enormous promise in India. This will serve hundreds of thousands of young lives.”
P Balaji, Chief Regulatory and Corporate Affairs Officer, Vodafone Idea Limited and Director in the Vodafone Foundation India, said: “At Vodafone Foundation, we harness the power and potential of mobile technology to drive impactful social change. With women and girls being the primary drivers of the desired change, their empowerment is crucial. We are delighted to introduce Vodafone Foundation's global partnership with Girl Effect in India with Chhaa Jaa, combining our expertise to deliver real change for young girls and women in India. I am confident that many young girls and women in India will benefit from Chhaa Jaa and will make more informed decisions about their well-being.”
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
