Zee Sarthak's 'Naali Bindu' initiative aims to spread awareness around women's menstrual health

Every year, Orissa celebrates ‘Raja Parba’, a unique 3-day celebration of womanhood that likens the menstrual cycle of the earth to that of a woman. However, the awareness of menstrual hygiene in Orissa is still low. To spread this awareness, and to prioritise women’s menstrual health, Zee Sarthak launched ‘Naali Bindu’.

This grassroot level project aims to bridge this gap by distributing free pads and making knowledge of menstrual hygiene available for all. Zee Sarthak champions this cause through the year, but it chose ‘Raja Parbo’ to launch a film because it provided a perfect yet ironical opportunity.

Through a hard-hitting film, Zee Saarthak has touched upon the grave truth that many girls in Odisha are unable to attend school regularly due to a lack of menstrual hygiene.

Using the device of a notebook with blank pages as a metaphor, the film goes on to show how many girls’ education remains incomplete due to approximately five missed days of school per month. The film ends with a call-to-action, asking the viewer to become a ‘Red Friend’ by donating to the ‘Naali Bindu’ website, and helping a girl in need. 

Prateek Seal, Chief Channel Officer, Zee Sarthak, said, “We have announced the launch of Naali Bindu campaign in tandem with Raja Parba festival to spread awareness about women’s right to menstrual hygiene. With another unique way of leveraging its reach and popularity, we have launched a hard-hitting film centred around girl child’s education. This one-of-its-kind film urges everyone to be the 'Red Friend' to another less fortunate girl and help her from missing school for 5 days every month.”

Rohit Malkani, Joint NCD, L&K Saatchi & Saatchi, said, “We saw this as a great opportunity to collaborate with Zee Sarthak to address a huge need. Zee Sarthak’s Naali Bindu, Raja Parba and a data point that was aching for expression. It all came together in a powerful thought for us. The film is just the first of many efforts to solve a real-world problem.”

Team Credits:

Client:

Navnita Chakraborty, Executive Vice president – programming

Pratik Seal, Chief Channel Officer, Zee Sarthak

Jalaluddin Mondal, Senior Vice-President – Marketing, Zee Bangla & Bangla Cinema

Shravanty Roy, Vice President – Marketing, Zee Bangla

Biswaranjan Baral, Senior Brand Manager – Marketing, Zee Sarthak

Agency:

L&K Saatchi & Saatchi

CEO – Paritosh Srivastava

Account Management:

Atin Wahal, Executive Vice-President – North & East

Sayak Sengupta, Brand Director

Sudeep Basu, Brand Executive

Creative:

Rohit Malkani, Joint NCD

Adyasha Tomar, Associate Creative Director

Aditi Laha, Copy Supervisor

Shubha Sengupta, Group Head (Art)

Koushik Dey, Art Supervisor

Planning:

Neeraj Sharma, Senior-Vice President

Shivani Shah, Brand Strategy Associate

Director: Pritha Chakraborty

Production House: Flying Leaves Production

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