The campaign film draws parallels between women’s football and financial independence, celebrating every goal women set for themselves, from their first investment to their own home.
Watch the film here: https://youtu.be/pc4lFpU3ztE
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Mumbai, 30 October 2026: Lxme, India’s financial platform built for women, has launched ‘Every Goal, Hers To Score’, a new campaign film celebrating women who challenge stereotypes, pursue their ambitions and take charge of their futures. The film marks Lxme’s association as the title partner of the Indian Women’s League (IWL), bringing together two worlds where women continue to challenge conventional expectations: football and finance.
Built around the idea that every goal is hers to score, the film challenges everyday assumptions that have historically limited women’s ambitions. Opening with familiar stereotypes such as “Girls don’t play football” and “Girls don’t invest”, the film turns these narratives on their head, showcasing women playing football, investing and making independent financial decisions. It draws a parallel between scoring a goal on the pitch and achieving personal milestones in life, from making a first investment and building savings to owning a home and achieving financial freedom. The film reinforces Lxme’s belief that women should have the confidence, access and agency to pursue every goal they set for themselves.
Commenting on the campaign, Priti Rathi Gupta, Founder, Lxme, said, “At Lxme, we believe that women should never have to second-guess their ambitions, whether they are pursuing a goal on the football field or building their financial future. Our partnership with the Indian Women’s League reflects this shared belief in challenging stereotypes and creating spaces where women can participate, compete and thrive on their own terms. Through this film, we want to celebrate every goal a woman sets for herself and remind her that she has the power to achieve it.”
“Financial independence is built through the goals women set for themselves and the decisions they make every day. It could be starting to invest, saving for a home or simply feeling more confident about managing money. With ‘Every Goal, Hers To Score’, we want to celebrate these milestones and remind women that no financial goal is too small or too ambitious. Every step towards securing their future is a goal worth pursuing.” – added Ridhi Doongursee, Co-founder, Lxme
Lxme’s title partnership with the Indian Women’s League spans three years, beginning with the 2026–27 season, and is facilitated through Capri Sports, which operates the league under its long-term commitment with the All India Football Federation (AIFF). The partnership gives Lxme a platform to champion women’s participation in sport while extending its mission of financial empowerment to a wider audience. Through the association, Lxme aims to build a stronger connection between sporting ambition and financial independence, encouraging more women to take ownership of their money, their choices and their futures.
With the campaign’s closing message, “Every goal, hers to score,” Lxme brings its philosophy to life: money made for her, football made for her. Save it, grow it, goal it.
About Lxme:
Lxme, is India’s leading financial platform for women. Launched in 2021, Lxme’s vision is to reduce financial gender disparity and inspire women to independently manage their money and achieve their dreams. By bringing financial learning tools, simplified investing and instant loan options, saving products, and support opportunities for women all in one app, Lxme is creating a comprehensive financial ecosystem tailored to their unique needs.
Recognized globally, Lxme was featured in Her Majesty the Queen: The Official Platinum Jubilee Pageant Commemorative Album 2022 and awarded the “Warrior of Change” at the Annual Impact Creator Awards 2021. Lxme’s Facebook Community was selected for Facebook’s Community Accelerator Program, and Lxme is among the 20 startups chosen by the Google for Start-ups Accelerator Program.
Visit us at: www.lxme.in
Press Contact: Mahima Misra | mahimamisra@lxme.in
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