INCREASING WOMEN’S DIGITAL ECONOMIC EMPOWERMENT IN INDIA
BBC MEDIA ACTION, AND BILL AND MELINDA GATES FOUNDATION
FORMATIVE RESEARCH
APPS, CHATBOTS & WEBSITE DESIGN
STORYTELLING / NARRATIVE DESIGN
FILMS & ANIMATIONS
BRANDING & IDENTITY DESIGN
Phone Toh Uthao is a behaviour change communication initiative that addresses social barriers to women’s digital adoption. Delivered through IVR-based audio and WhatsApp chatbot videos, it has empowered 75 ‘Digital Champions’ in its pilot implementation to drive mobile adoption, create demand, and foster an enabling environment for women to embrace digital technology. This pilot served as a proof of concept, demonstrating how trained Digital Champions can drive change—laying the groundwork for scaling chatbot-driven solutions to reach more women.
Augmenting Digital Skills And Awareness Levels
Stronger digital skills and benefits awareness levels found within 4.5 months in SHG women exposed to the content compared to the control group
Early Shifts In Gender Norms And Digital Agency
Rise in women discussing mobile use and financing options with male family members, signalling early shifts in gender norms and digital agency
THE CHALLENGE
While digitisation in India has accelerated, rural women continue to face major barriers in accessing and using digital tools—driven by low ownership, limited digital literacy, and entrenched gender norms. Kaboom was the creative partner to create the brand identity and content for a WhatsApp chatbot that could spark learning, shift norms, and build confidence among women.
THE SOLUTION
Kaboom was brought on as the creative partner leading the development of its identity and content. The brand name Phone Toh Uthao was coined and a gender sensitive visual identity was crafted anchored by Khushi Didi—a relatable digital champion shaped by the lived experiences of rural women.
A strong content framework was created to address themes such as the opportunity cost of women’s smartphone ownership, digital safety, social media, and digital finance. Kaboom created a series of videos using familiar scenarios, narratives, and characters from everyday life. The final video series included seven thematic films and two capacity-building videos, tailored for the chatbot platform. Each video was paired with a clear call to action, encouraging reflection and dialogue within SHGs and promoting digital confidence among women.
