Client: Gates Foundation
The Solar Didi campaign transformed a grassroots innovation in rural Bihar into a nationally recognized model of women-led, climate-resilient progress. Women like Devki Devi revolutionized irrigation through solar-powered pumps, yet their work lacked recognition and influence. The campaign strategically leveraged authentic storytelling and unconventional media, starting with agricultural outlets to establish credibility and expanding to national platforms, culminating in Prime Minister Modi featuring Devki’s story in Mann Ki Baat. This acknowledgment catalyzed widespread media coverage, government interest, and community impact. Devki expanded her enterprise, serving 112 farmers, while policy stakeholders replicated the model across Bihar. The initiative now ensures affordable irrigation for 4,500+ farmers, reduces irrigation costs by 20–30%, and positions women as leaders in renewable energy. By elevating local voices through strategic earned-first storytelling, the campaign inspired systemic change, demonstrating how grassroots solutions can drive national transformation in gender equity, sustainability, and rural innovation.
