How can you better engage the public on relevant issues you're working on?
Are we meeting communities where they are?
How can we reach people at scale?
How can you better engage the public on the relevant issues you're working on?
We build narratives to shift public mindsets, changing how issues are understood and acted upon.
Who We Are
We are shaping public discourse on India's most pressing challenges.
Momentum Shifts is a narrative partner working to mainstream important social, ecological and climate issues into everyday conversations in India. Through community listening, creator collaboration and strategic distribution, we build conversations rooted in lived realities.
We make sure that
stories reach the people they are meant for
messages are rooted in regional language
narratives travel via trusted voices and channels
Our Offerings
Narrative Strategy
We map the cultural and contextual realities shaping how an issue is perceived and build a strategy for how that perception can shift over time.
Perception sensing
Narrative mapping
Messaging identification
Messaging & Distribution
We design and distribute content through regional creators, networks and community channels across multiple languages and dialects.
Message architecture
Digital influencer engagement
WhatsApp distribution
Capacity Building
We partner with organisations and networks to build their internal muscle for narrative thinking and storytelling through digital media.
Digital media workshops
Narrative building labs
Our Focus Areas
We work across social and ecological issues, including gender, public health and nutrition, because these issues do not exist in silos. They shape and influence one another every day, through deeply interconnected systems. Some of the other areas we work in include:
The Shift So Far
100+
million views
Strengthening public narratives around natural farming, chemical-free foods, sustainable livelihoods across rural and urban India.
Conversations around indigenous foods gained momentum in public discourse alongside broader efforts, culminating in the Odisha government's ₹247 crore initiative.
If you’re interested in driving public narratives,
reach out to us!
Our Partners
We collaborate with purpose-driven organisations, including nonprofits and philanthropies across diverse sectors to drive impactful narratives.
Strengthening Climate Storytelling in India
India's climate conversation has long remained siloed and technical. The Climate Narrative Hub, an initiative by Momentum Shifts and Dasra, supported by Rainmatter Foundation, is working to change that.
We bring together community perspectives, expert opinion, media and philanthropic action to transform how the changing climate is felt and understood in the mainstream.
Testimonials
Hear what our partners have to say about building narratives together
We didn't expect this topic
(traditional, local foods) to pick up so quickly among people. People are now talking about things they had almost forgotten.
Campaign Team, WASSAN
The project not only strengthened local capacities but also sparked curiosity, fostered dialogue, and opened doors for future collaborations, creating a foundation for sustained community engagement around millets and nutrition.
Team Member, Nirman
Many people hesitate to reply in the (WhatsApp) group, but when they meet us in person, they talk about the messages (shared). Overall, a positive environment has been created because of these WhatsApp messages.
Block Facilitator, Vaagdhara