Amar Ujala's Aparajita - 100 Million Smiles
2020 Finalist

Amar Ujala's Aparajita - 100 Million Smiles

Amar Ujala

Sector 59, India

Category Brand Awareness Campaigns

Overview of this campaign

At Amar Ujala we always aspire to reach and achieve milestones that organisations normally cannot achieve, and have tried to raise and provide solutions to issues that run deep and hinder the optimal growth of our nation. As change agents,we are against silence & recognise the need to give voice to those voiceless millions who suffer daily. Amar Ujala’s Aparajita: 100 Million smiles  was launched as a culmination of this vision looking at hardships that women face today, sometimes they are not able to give voice to the circumstances that they exist in. We also recognise that today the opportunities they have are immense and we wish to use this campaign to facilitate their exposure and access to such opportunities, government schemes, self-sustainment, defence against mental and physical violence, a realisation of their potential and recognition of their calibre. Our objective under this programme is to:

  • Educate: Women of all age group about their rights.
  • Engage: With women on relevant issues.
  • Enrich: Women with self-belief and help develop self-confidence.
  • Empower: Women with requisite education for their personal & professional growth.

The USP of this project is that we are not restricting activities to a certain age cohort or economic section, it is a movement and cannot be restricted in its real sense. Looking at the target audience and their need, we at Amar Ujala then provide solution oriented workshops like:

  • Focus group discussions
  • Lecture series
  • Counseling sessions on various issues such as hygiene, awareness, legal rights, etc
  • Female Health camps
  • Personality development camps
  • Sports & Cultural activities
  • Income generation through Self Help Groups
  • Startup advisory
  • Interaction with Law enforcement agencies

We also work towards raising awareness by conducting:

  • Gender equality awareness workshops 
  • Awareness campaigns against Sexual harassment 
  • Engaging authorities on framing gender neutral policies.
  • Ensuring compliance with Women safety guidelines

Results for this campaign

This campaign has been actively pursued by our energetic teams:

Districts Covered: 100


  • Uttar Pradesh
  • Uttarakhand
  • Himachal Pradesh

Total On Ground Reader Engagement Activities: 6600

Average Number of Activities per Day: 18

Total Individuals Reached: 21,00,000 

Over and above the on ground programs, Amar Ujala under Aparajita mission ensures that its objective is amplified by ensuring relevant news and latest happenings and developments in this domain reaches the public through Amar Ujala Daily Publication and our digital & social media properties.

 The biggest impact of any campaign is the kind of support it gathers from influencers and government bodies likewise Amar Ujala's Aparajita campaign has seen immense support from eminent personalities.The program was inaugurated by Uttar Pradesh’s Chief Minister Yogi Adityanath in November 2018 and has since been getting support from various government representatives like Governors and Chief Ministers of 3 States from our territory (Uttar Pradesh, Himachal Pradesh and Uttranchal), Cabinet and State Ministers, bureaucrats, administrative service officers along with support from eminent personalities like the Dalai Lama, and celebrities like Shah Rukh Khan, Ayushman Khuarana, Sania Malhotra, Vicky Kaushal, Hema Malini, Prasoon Joshi, etc. along with a host of other personnel.


To contact a company representative about this campaign, click here for the INMA Member Directory

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