Shaadi.org, Shaadi.com’s social initiative wing, has rolled out a campaign 'The Mystree', to raise awareness about women’s low workforce participation.

The campaign which consists of a film champions women’s financial independence with a mission to bring married women back into the workforce. The story unfolds around a family gathered by a bonfire, where a father narrates a chilling tale. He describes a 'Stree' (woman) in a bloodied saree, with wild, unkempt hair, terrorising a village and swallowing both young and old. Despite the villagers' repeated efforts, they couldn't drive her away—until one day, she vanished for two months. The father then pauses and asks the children where they think the 'Stree' disappeared. Unexpectedly, one child eagerly responds, “She got married and had to quit her job!” This answer elicits laughter from the other kids, especially the boys, while the adults exchange knowing glances, highlighting the stark reality that resonates deeply with the audience.

What we think about it: A bold and thought-provoking campaign that illustrates the harsh reality of women leaving the workforce post-marriage. The film's clever narrative highlights societal pressures while inspiring a conversation on reclaiming financial independence. It's a powerful call to action for both awareness and change.

Adhish Zaveri, vice president – marketing, Shaadi.com, said, “Financial independence is a cornerstone of experiencing true independence. This Independence Day, we envisioned delivering a message that is both impactful and hopeful, reflecting our endeavour to change the present situation of married women in India. While our social film sparks awareness, we are also actively partnering with initiatives providing livelihood opportunities to women. At the same time, we aim to work towards positively influencing societal mindsets to build a more equitable nation and the world at large.”