Lxme, a financial platform for women, has launched a new campaign, ‘Every Goal, Hers To Score’, in association with the Indian Women’s League (IWL), celebrating women who challenge stereotypes and take charge of their ambitions and financial futures.
The campaign film draws parallels between football and financial independence, challenging conventional perceptions around women's participation in both fields. It opens with stereotypes such as “Girls don’t play football” and “Girls don’t invest”, before showcasing women breaking these barriers through sport and independent financial decisions.
Through the film, Lxme highlights how scoring a goal on the football field mirrors achieving personal financial milestones, including making a first investment, building savings, purchasing a home and attaining financial freedom. The campaign encourages women to pursue their ambitions with confidence and take ownership of their financial choices.
Commenting on the campaign, Priti Rathi Gupta, Founder, Lxme, said the association with IWL reflects the shared belief in challenging stereotypes and creating opportunities for women to participate and thrive on their own terms. She added that the campaign aims to celebrate the goals women set for themselves, both on and off the field.
Ridhi Doongursee, Co-founder, Lxme, said financial independence is shaped by the everyday decisions women make, whether it is starting to invest, saving for a home or becoming more confident in managing money. She added that the campaign seeks to recognise every financial milestone, regardless of its scale.
Lxme's title partnership with the Indian Women's League spans three years, beginning with the 2026–27 season. Facilitated through Capri Sports, which operates the league under its long-term commitment with the All India Football Federation (AIFF), the association provides the platform with an opportunity to connect women's participation in sport with financial empowerment.
Through the campaign and its association with IWL, Lxme aims to encourage more women to take ownership of their money, choices and futures, reinforcing its message: ‘Every goal, hers to score.’
