After acing it with her businesses, interior decor company The White Window and
production house Grazing Goat pictures,Twinkle Khannabecame well-known as a
best-selling author withMrs FunnybonesandPyjamas are Forgiving.She is a
widely-read newspaper columnist, and also the producer of National Award-winning
Padman, a film based on the life of Muruganatham Arunachalam and the first
mainstream film in Hindi cinema to dispel taboos around menstruation.
Now, Twinkle has set her sights in a different direction by launchingTweak
India, a space for the modern Indian woman to challenge old ideas and discover
new ones. As a digital media company built by?multitaskers,?Tweak?strives to
give readers solutions that offer maximum results with minimum effort, says a
Led by Twinkle Khanna, Tweak India promises tobear her signature wit,
nonpartisan perspective and empathy. It is a collective and collaborative space
that will spotlight complex topics ranging from sex education to?feminine health
while championing women to be?financially independent and socially confident. To
ensure this mission reaches its full potential, the company is partnering with
Instagram, the kindest community online.
> Speaking about her digital media company,Twinkle Khannasaid,??I want Tweak to be
a judgement-free place for women to ask questions, seek advice, and engage in a
meaningful debate on almost any subject. This is as much a space for seeing your
glass as always half full, while laughing at yourself because you really can?t
see without your glasses.?
Tweak Indiabridges the gap between the aspirational and the accessible. The
platform ?with contributions from experts in various fields, eminent writers and
celebrities ? encompasses multiple verticals banded together. These range from
parenting with an emphasis on topics like bullying, LGBTQ+ sensitisation, and
gender equality to wellness with a holistic approach to fitness, positive body
image, and mental health awareness.
Tweak will also provide a deep dive into culture with a thrust towards
sustainability; and beauty, career and lifestyle, with content in the form of
short and long reads, podcasts, videos, and events.
> Tweak India aims to be like its founder, who firmly believes that nothing is
sacred in life except laughter.
Its special properties include the hilarious?Tweak Multitasker?,where
celebrities are challenged to answer a quirky questionnaire while performing a
task. The tentpole seriesGolden Girlspresents a fresh perspective on iconic
female leaders fromSudha MurthytoVidya Balan, with Twinkle making her debut as
How To Talk To Your Kids About Anythingis an empathetic, light-hearted guide to
broaching difficult subjects with children, ranging from illness and god to
sex-ed. Investigating our rich, diverse culture, a standout series ?Beauty
Rituals From Around India? looks at how self-care is celebrated in different
Tweak?s video content will first be available to the Instagram community for 48
hours before it gets shared on other platforms. Since most of the content is
more than a minute long, this will be anIGTV-led strategy.
Saket Jha Saurabh, Head of Entertainment Partnerships, Facebook India,
elaborated,??Instagram fostersthe kindest community online where people and
groups pursue their passions like food and travel, and share their voices on
causes like sustainable fashion and body positivity. Creators utilise Instagram
for their creativity and amazing social video moments, and that couldn?t be
truer than in the case of Tweak. Their purpose seamlessly merged with that of
the Instagram community and so we?re glad to have partnered with them.?
> Twinkleadded,?I?m delighted that Tweak India has a strategic partner in
Instagram. It is truly heartening that one of the world?s largest platforms
believes in our vision as much as we do.?