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Project Streedhan is a pre-existing campaign launched by FCB Ulka in 2019. It is a CSR initiative of DSM, Dutch Multinational Corporation active in the fields of health, nutrition and materials. The campaign aims to deliver a clean and clear message to all the women of India that they are made of iron not just metaphorically but in this case also literally. The term ‘made of iron’ is the key inspiration behind this campaign as we are very much accustomed to the term which indicates the strength of a person. Iron deficiency is the key cause of anemia. So the slogan not only brings out the need of empowering women socially but physically as well. The golden patch around the eyes of the portraits conveys the idea that the purity as well as the preciousness of Gold lies within.