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Sirona’s World Menstrual Hygiene Day campaign fights period stigma with #PeriodsHiTohHai campaign

The advertisement highlights stigma associated with periods within Indian households and the necessity to break such stereotypical environments prevailing for menstruators

Click on the image to watch the TVC

Sirona Hygiene, a fem-tech start-up, has rolled out their new ad campaign for Menstrual Hygiene Day to address the stigma around periods.

With the hashtag #PeriodsHiTohHai, the campaign began on May 16 and will be running till May 28 across India. The advertisement highlights stigma associated with periods within Indian households and the necessity to break such stereotypical environments prevailing for menstruators.

The 1-minute video clip showcases a day in the life of two sisters, Saniya and Sonia, where Saniya hides her sanitary pad from her dad and Sonia interrogates her sister over this act of secrecy. To teach Saniya a lesson, Sonia begins to wrap her daily-use products such as water bottles, toothpaste, medicines and so on with brown papers until the moment Saniya realises the mischief played by her younger sister and confronts her on this behaviour.

The ad then conveys an important social message - If you don’t hide other medical/hygiene products, why do you hide period products? Periods are nothing to be shameful or embarrassed about. Let’s normalise it. Let’s start talking about it. Let’s stop hiding period products

To break the period stigma, the brand has also launched a social media engagement activity driving people to share an image of their period support buddy!

Deep Bajaj, Founder and CEO, Sirona Hygiene, said, “We are delighted to announce the launch of the #PeriodsHiTohHai ad campaign in India. Through this campaign we aim to empower period positivity and break the stigma related to periods. Sirona’s products help to solve period problems for women. We also create educational content in the form of videos, blogs, infographics to keep our audience well-informed.”

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