Girl Effect India, a global non-profit focused on empowering girls and women, has launched its new digital campaign #SacchaPyaarKyaHaiYaar. The campaign aims to challenge stereotypes surrounding love, respect, consent, and gender roles in relationships among young people in India.
Hosted on Girl Effect’s youth-facing channel Chhaajaa, the campaign seeks to foster open, two-way conversations between boys and girls. It focuses on how young people navigate modern relationship dynamics, emphasising equality and shared responsibility.
The initiative features a podcast, Bol Bhai, which explores love and relationships through the lens of what women truly value. The first episode includes Hamza Syed, known as the Green Flag guy, and popular comedian Prashasti Singh. They discuss how men and women can be better partners by embracing mutual respect and equality in relationships.
Since its launch on January 13, 2025, the campaign has made a significant impact, reaching 7.6 million listeners and 6.9 million views across platforms such as YouTube, Facebook, and Instagram. It has also received 200,000+ comments, shares, and likes from young people across India, sparking important conversations about gender roles and expectations.
Driving Change Through Engaging Content
By combining entertainment with education, Saccha Pyaar aims to engage young people in conversations that challenge deeply ingrained gender stereotypes. The campaign promotes healthier, more equal relationships, encouraging young people to redefine what true love looks like.
A Movement for a ‘Green Flag’ Future
Kavita Ayyagari, Country Director of Girl Effect India, said, "Love, relationships, and gender roles can feel like a maze for young people today, with so many mixed messages coming their way. With #SacchaPyaarKyaHaiYaar, we’re creating a space where they can talk with each other openly, challenge and figure out what a true partnership looks like. This campaign is all about nudging young women and men to build relationships based on trust, equality, and mutual respect—because true love should feel like a green flag, not a red one."
As young people today navigate the complexities of love, work, and life, this campaign is designed to encourage open conversations between men and women. The campaign highlights the importance of equality in relationships, with women aspiring for careers and financial freedom, while also encouraging men to break free from the pressure of traditional gender roles.
Ayyagari added, "In today’s world, where young people are navigating the complexities of love, relationships, and gender roles and trying to balance work and life together, it's important to be able to discuss expectations with each other. With #SacchaPyaarKyaHaiYaar, we're encouraging open conversations, where both women and men can challenge traditional roles and redefine what true love looks like. As women aspire for careers and financial freedom, it's essential that men share the load at home because equality in the relationship means less pressure for both sides. Men, too, deserve to break free from the pressure of always being the provider and protector, so they can experience love without feeling confined by stereotypes. True love should be about partnership, mutual respect, and shared responsibility, creating space for both individuals to thrive and grow together, that’s the thought behind this campaign."
