The Adani Foundation has launched Arthik Azadi, a three-film digital series developed by the Adani Group’s Corporate Brand Custodian (CBC) Digital team. The campaign explores how women’s financial independence subtly but meaningfully shapes their day-to-day choices, using simple, routine moments as reflections of agency and self-determination.
Video Link 1: https://www.youtube.com/watch?v=q0AIu7KWf1A
Video Link 2: https://www.youtube.com/watch?v=CysDAcR27QY
Video Link 3: https://www.youtube.com/watch?v=2QD5FFAiSHg
Introducing the series, Dr. Priti G. Adani, chairperson of the Adani Foundation, remarked, “A woman empowered is India empowered. If we truly want progress that matters, the fulfilment of women’s potential is not optional. It is non-negotiable.”
Now in its 29th year of social development work, the Adani Foundation operates in over 7,000 villages across 22 states, impacting 9.6 million people – including two million women. Its initiatives span education, health, sustainable livelihoods, climate action and community development, with women’s economic empowerment as a foundational pillar.
Each film in the Arthik Azadi series portrays a relatable situation where a woman’s financial autonomy allows her to make decisions rooted in her own preference – whether it’s choosing what to cook, deciding on a travel route or selecting clothes that truly represent her personality. These everyday moments are framed as powerful indicators of shifting social norms and expanding economic participation.
Through this series, the Adani Foundation aims to highlight how financial independence – even in modest forms – can influence not just individual women but entire households and communities, reinforcing economic freedom as a driver of meaningful, long-term empowerment.
