Mumbai, March 8, 2024: On International Women’s Day, Navbharat Times, one of India’s leading Hindi dailies, in partnership with FCB Ulka, has launched ‘Barabari Ki Bhasha’—a groundbreaking initiative aimed at making the Hindi language more inclusive and gender-equal.
For centuries, Hindi has been a gendered language, often lacking female-gendered words for professions and achievements, particularly in fields where women have historically been underrepresented—STEM, politics, sports, and entrepreneurship. This campaign seeks to bridge that linguistic gap by introducing new, female-gendered words, ensuring that language no longer limits aspirations
Research shows that language representation influences participation in society. Professions and roles that lack feminine equivalents often have fewer women, reinforcing gender disparities. Language is not just a means of communication; it shapes culture and highlights its priorities.Barabari Ki Bhasha aims to change this by giving young girls the words to dream, aspire, and achieve—because society follows when language recognizes their ambitions.
By bringing these words into mainstream usage, Navbharat Times and FCB Ulka are rewriting Hindi and reshaping mindsets. The campaign urges people to embrace and use these words, fostering a more equal and representative future.
Speaking on the launch of the campaign, Partha Sinha, President & Chief Brand Officer at The Times of India Group, said, “The first step to read a culture has always been its language. And with a gendered language, some inclusiveness always gets left out. We think the time has come for languages to reflect the true desire and aspiration of a society. That’s the genesis of Barabari ki Bhasha. A cultural movement starts from the language, and this is our step forward to bring in a change at a fundamental level.”
On the initiative, Hemant Shringy, Chief Creative Officer, FCB Ulka, said, “‘Barabari Ki Bhasha’ is more than just a campaign—it’s a movement. Language shapes how we think, and by introducing these new words, we take a meaningful step toward true equality. Every girl deserves to see herself represented in the words we use daily. I hope this initiative sparks conversations and brings lasting change.”
Beginning with print, the campaign will broaden its reach to digital and other media, enhancing its impact.
Credit List
Brand: Navbharat Times
Agency: FCB Ulka
Group Chief Executive Officer, FCB Group India and South Asia: Dheeraj Sinha
Chief Executive Officer: Kulvinder Ahluwalia
Chief Creative Officer: Hemant Shringy
President and Head of Office: Vandana Joshi
Executive Creative Director & Head of Design: Sonam Gautam
Executive Creative Director: Vishal Nicholas
Account Management Team: Nivedita Lahiri
Creative Team: Onkar Mhaskar, , Arijit Banerjee, Lay Shah, Khushi Bagri, Parth Pandya, Saahil Desai
Art Team: Rahul Suram, Avinash Murchawade, Paresh Jadhav, Pranav Pawaskar, Forum Parikh, Naomi Creado