This investment is a proof of concept to build India’s first girl-centered brand with content and services that educate, inspire, and mobilize adolescent girls aged 17-19 years to take greater control of their futures. The brand will test effective messaging that is relevant for girls and motivates them to access SRH services. It will be a mobile-based platform, which will give the reach required to scale up within our target audience. If successful, it will help build the two-sided market model (i.e. generate demand and provide supply) in India. Our long-term outcome is to increase uptake of SRH services, including contraceptive use, contributing to an overall decrease in unwanted pregnancy and STI transmission. The key expected outcomes are: Increase in girls knowing about SRH essential topics; Increase in percentage of girls who intend to use SRH services if they need to; Increase in percentage of girls who have accessed SRH services if they need to. The outcomes will also be determined by the reach and engagement of girls on the various digital platforms where the brand and content will live.