New Delhi, Feb 14 :  Global NGO Girl Effect has launched a thought-provoking digital campaign, #SacchaPyaarKyaHaiYaar, aimed at reshaping youth perspectives on love, respect, consent, and gender roles in modern India. The campaign, hosted on Girl Effect’s youth-centric platform Chhaajaa, seeks to initiate open, two-way conversations among boys and girls, challenging traditional stereotypes and promoting healthier, more equitable relationship dynamics. Through a combination of engaging content and impactful messaging, the campaign explores how young people navigate societal expectations, equality, and gender roles within relationships.

The campaign’s centerpiece is a podcast series titled Bol Bhai, which explores modern love and relationships from a fresh perspective. The first episode features Hamza Syed, known as the “Green Flag guy,” and comedian Prashasti Singh, who discuss contemporary relationship challenges and the importance of mutual respect and understanding. Bol Bhai boldly examines love through the lens of what women truly value and how both men and women can become better partners. Launched on January 13, 2025, the campaign has already reached 7.6 million listeners and garnered 6.9 million views across YouTube, Facebook, and Instagram, with over 200,000 comments, shares, and likes from young audiences across India.

Kavita Ayyagari, Country Director of Girl Effect India, emphasized the campaign’s mission to redefine traditional gender roles and inspire young people to build relationships based on trust, equality, and mutual respect. “True love should feel like a green flag, not a red one,” she stated, highlighting the need to break free from conventional expectations. #SacchaPyaarKyaHaiYaar encourages young men and women to rethink societal norms, promoting partnership, shared responsibility, and emotional growth. By fostering honest dialogue and addressing deeply ingrained gender stereotypes, the campaign aims to inspire a new generation to embrace love as a balanced, respectful partnership.