Intekhaab is an illustrative campaign that explores the sensitive and often overlooked issue of delayed marriages in South Asian society. Through a series of expressive visuals, it highlights the emotional, social, and psychological pressures faced by individuals especially women who do not marry at the “expected” age. The campaign sheds light on societal expectations, judgment, and intrusive questioning, aiming to humanize the experience and foster empathy.

The title Intekhaab (meaning “choice”) reinforces the message that marriage should be a personal decision, not a social obligation. Challenging stigmas and outdated norms, the campaign uses illustration as a storytelling tool to create awareness, provoke thought, and spark conversation. It encourages viewers to question ingrained norms and supports the idea of respecting individual timelines.