Chhaa Jaa

Chhaa Jaa is a digital-first youth brand that helps girls in India make choices about their health and relationships - from accessing information about their body and the health services available to them, to negotiating about education choices or whether to use contraception.

Meaning ‘Go Forth and Shine’ in Hindi, Chhaa Jaa reaches 7 million girls online through social media content and a sex and relationships chatbot.

While the media landscape in India is rich, many adolescent girls don’t see themselves represented in mainstream media. Chhaa Jaa’s content is vocal about sex and relationships to normalise ‘taboo’ topics and creates relatable role models to build up a girls' sense of self, her identity and her ability to ask questions.

Chhaa Jaa’s sexual and reproductive health videos have been viewed more than 16 million times. As a result, girls who engage with Chhaa Jaa know about contraception and intend to use it. They also know more about STIs and are primed to act.