Threaded With Strength | Women’s Day Campaign
Amhara StoriesThis Women’s Day, Amhara celebrated the spirit of strength x confidence x sisterhood through a powerful campaign featuring four independent, ambitious, and free-spirited women. Coming from diverse walks of life, they shared their unique perspectives on resilience, strength, and the bonds that shape them. Each reel in this campaign told a compelling story, highlighting the power we hold as women.
Our Guests
• Mohar Basu – Author, Journalist
• Rudrani Chattoraj – Anchor, Journalist
• Afshaa Rajqotwala – Chef, Restaurateur
• Amrita Saluja – Poet, Stylist
The Central Theme: #ThreadedWithStrength
Each woman reflected on the strongest value or “thread” that has shaped her journey:
• Rudrani Chattoraj spoke about resilience, emphasizing how women have the incredible ability to pick themselves up and move forward from any situation. She also highlighted the importance of self-belief, especially in moments when the world doubts you. For her, strength also comes from community—a support system of strong women who uplift and empower each other.
• Mohar Basu defined strength as economic liberation, stating that financial independence gives women agency over their lives. “When you have financial independence, you have agency. And when you have agency, you can be the master of your own destiny,” she shared.
• Afshaa Rajqotwala found strength in moving on, believing that no matter what happens, one must keep going and never give up. Beyond personal strength, they spoke about the role of female friendships in shaping their confidence and resilience.
• For Mohar, her female friendships are emotionally nurturing, often acting as her greatest support system. “Friends double up as your cheerleaders. No matter your partner or family, your friendships are your real treasure,” she said.
• Afshaa deeply values the comfort and confidence she draws from her friendships with women. “We give each other the strength to move forward, share stories, exchange advice, and just be there for one another,” she expressed.
Conversations Women Need to Have More Often
The guests also shared things they wished women spoke about more openly.
• Amrita Saluja emphasized the importance of discussing the “in-betweens”—the moments between success and struggle that shape personal growth. “We either talk about big successes or major struggles, but it’s in the in-between where I’ve evolved the most,” she reflected.
Breaking the Rules
Each woman shared a societal rule for women that they love breaking:
• Afshaa: Choosing not to get married.
• Mohar: Staying out till 3 AM.
• Amrita: Rejecting the idea that women must “pick a side.” She embraces contradictions—being both romantic and logical, independent yet nurtured, ambitious but not in a rush.
Style Meets Strength
Each guest wore an Amhara piece that reflected their unique personality:
• Rudrani – Chikankari Midi Wrap Dress
• Amrita – Chikankari Mul Co-ord Set
• Afshaa – Back-gathers Chikankari Shirt (Butter Shirt)
• Mohar – Collared Linen Chikankari Dress
Campaign Launch & Engagement
The campaign kicked off with a teaser, followed by engaging rapid-fire reels where the guests shared insights into their professions, passions, and personal styles. The final video series launched on March 7th, 8th, and 9th, celebrating the strength, confidence, and camaraderie that define womanhood.
Through #ThreadedWithStrength, Amhara continues to champion the stories of
women—because every woman’s journey is woven with power, resilience, and beauty.
