Aatm Nirbhar | Mardon Wale Kaam – Content Strategy, Campaign Planning & Production
Episode 1 – Swiggy Food Delivery
Exploring the process of becoming a Swiggy food delivery partner, taking viewers through the practical steps involved and the experience of entering the delivery workforce.
Episode 2 – Swiggy Instamart Delivery
A practical look at grocery delivery through Instamart, exploring dark stores, delivery shifts and the experiences of women working as Instamart delivery partners.
Episode 3 – Rapido Captain
Exploring the Rapido Captain registration process and the experiences of women working in bike and scooter-based passenger and delivery services.
Episode 4 – DeHaat Village Representatives
Set in Tappal, Aligarh, this episode explores the work of women Village Representatives associated with DeHaat and their role in connecting farmers with agricultural services.
Project Overview
Mardon Wale Kaam is an Aatm Nirbhar content series exploring professions traditionally perceived as men's work. Through real-world experiences and conversations with women already working in these roles, the series challenges assumptions about women's participation in different professions.
The project extended beyond individual YouTube episodes into a broader content and awareness initiative, with a distribution approach designed to take these stories beyond YouTube and reach relevant audiences.
My Contribution
Content Strategy & Campaign Planning
- Developing the content approach around experience-led storytelling, practical job demonstrations and real women's experiences.
- Structuring the content ecosystem around reach, engagement and lead generation.
- Planning pre-launch, launch and post-launch communication.
- Developing content calendars for teasers, curiosity-driven posts, carousels, short-form clips and episode releases.
- Planning platform-specific content distribution across YouTube, Instagram, Facebook, WhatsApp and LinkedIn.
- Developing a content repurposing approach to extract short-form stories, insights and human-interest clips from full episodes.
- Planning creator and community amplification to extend the series into relevant audiences and women's networks.
- Mapping individual episode clips to relevant Aatm Nirbhar, Scooter Rani, Scooty Didi and founder-led social channels.
Research, Episode Development & Scriptwriting
- Researching job roles, processes and practical information for episode narratives.
- Writing Hindi scripts, hooks, presenter narration and episode introductions.
- Structuring job demonstrations and explaining onboarding, registration and work processes.
- Developing interview questions to explore the experiences, challenges, earnings and journeys of the women featured.
- Building episode flow, transitions and storytelling to make each profession accessible to viewers.
Content Distribution & Amplification
- Planning short-form content from the full-length episodes for discovery and audience engagement.
- Identifying stories around earnings, safety, work experiences and personal journeys for individual clips.
- Planning community distribution through relevant women's networks and WhatsApp.
- Exploring creator-led amplification, reactions and conversations around women entering traditionally male-dominated professions.
- Connecting content distribution with awareness of livelihood and employment opportunities.
My contribution covered content development, research, scripting, campaign and distribution planning, and the structuring of the series into a wider content ecosystem.