Clovia marked Menstrual Hygiene Day with a workplace-led awareness initiative designed to encourage conversations around period pain and menstrual wellness. Through an interactive menstrual cramp simulation experience, the lingerie, sleepwear and personal care brand sought to build greater understanding of the physical discomfort associated with menstruation and highlight the need for more open dialogue in professional environments.
Conducted at Clovia’s corporate office in Delhi, the initiative invited employees from across the organisation to participate in a simulated menstrual cramp challenge. The experience was designed to provide participants with a better understanding of the discomfort many women experience during their menstrual cycles while continuing to balance personal and professional responsibilities.
The campaign focused on bringing attention to period pain as a commonly experienced but often underestimated aspect of menstrual health. By encouraging employees to experience a simulation of menstrual cramps, Clovia aimed to foster empathy and create a platform for more informed conversations around menstrual well-being.
The initiative formed part of the brand’s Menstrual Hygiene Day activities and reflected a broader effort to address stigma and misconceptions surrounding menstruation. Through candid reactions and discussions generated during the exercise, the campaign highlighted how menstrual discomfort remains a reality for millions of women but is often overlooked or inadequately acknowledged.
The experiential format was central to the campaign strategy. Rather than relying solely on awareness messaging, Clovia chose a participatory approach that allowed employees to engage directly with the topic. The brand positioned the initiative as an opportunity to move conversations around menstruation beyond awareness and towards greater understanding and workplace sensitivity.
By creating an environment where employees could openly discuss menstrual experiences, the campaign sought to normalise conversations around periods and support wider awareness of menstrual health issues. The activation also aligned with growing efforts by brands and organisations to address health and wellbeing topics through internal engagement initiatives.
The campaign was supported by video content capturing participant experiences and reactions, extending the conversation beyond the workplace through social media channels. The content aimed to encourage broader discussions around menstrual wellness while highlighting the importance of recognising and understanding period pain.
Through the initiative, Clovia reinforced its focus on issues relevant to women’s health and wellbeing, using experiential storytelling to drive engagement around a subject that continues to face social stigma in many settings.
Founded in 2015, Clovia operates across lingerie, innerwear, nightwear, shapewear, swimwear and athleisure categories, alongside personal care products under the Skivia brand. The company was acquired by Reliance Retail Ventures in 2022 through an 89% stake purchase.
Today, Clovia offers more than 6,000 product styles across lingerie and related categories, introducing over 250 new styles each month. The brand serves a customer base of more than five million consumers across online and offline channels and operates in over 2,500 cities across India.
With its Menstrual Hygiene Day activation, Clovia used an experiential approach to draw attention to menstrual health, encouraging empathy, awareness and more meaningful conversations around period pain in the workplace.
