Sirona partnered with AWAAZ – The Nukkad Natak Group to launch a street-level awareness campaign on Menstrual Hygiene Day, taking conversations around menstruation into public spaces through live performances and community engagement.
Built around the campaign message ‘No Two Periods Are The Same’, the initiative used street theatre at Delhi’s Sarojini Nagar market to address menstrual stigma, misinformation and the social discomfort that continues to shape conversations around periods in India. The campaign aimed to normalise discussions around menstrual health while highlighting the individuality of menstrual experiences.
The Nukkad Natak performance combined humour, satire, music and everyday scenarios to create relatable narratives around menstruation. The act recreated situations commonly experienced by women and girls, including conversations around periods being conducted in whispers at home, menstrual products being wrapped discreetly at shops and restrictions associated with entering kitchens or temples during menstruation.
The performance also highlighted the challenges faced by young girls dealing with discomfort, leaks and embarrassment without adequate support or open communication. By staging the performance in a busy public market, the campaign sought to make menstrual health conversations more visible and accessible to wider audiences.
AWAAZ’s theatre artists performed alongside the Sirona team, encouraging direct engagement from passersby and creating spontaneous conversations around body literacy, menstrual hygiene and period care choices. The interactive format was designed to make sensitive subjects easier to discuss in public settings.
The campaign forms part of Sirona’s broader purpose-led communication strategy focused on awareness, education and destigmatisation around menstrual health. Through the initiative, the brand continued its efforts to position menstruation as a normal biological process while challenging the one-size-fits-all perceptions often associated with periods.
Deep Bajaj, co-founder and ceo, Sirona Hygiene, said, “Over the years, at Sirona, we’ve made it our mission to spread awareness and break taboos around menstrual hygiene through honest, everyday conversations. This Menstrual Hygiene Day, we wanted to take that conversation out of closed rooms and into the streets through Nukkad Natak, a format that connects with people in a real and relatable way. Collaborating with AWAAZ made this initiative especially meaningful because of the powerful work they’ve been doing through street theatre to spark social awareness and public dialogue.”
The campaign also reinforced how silence and misinformation can contribute to discomfort and anxiety around menstruation, while encouraging informed conversations around menstrual comfort, hygiene and product accessibility.
AWAAZ, known for using street theatre as a medium for social awareness, helped shape the campaign’s community-focused storytelling approach. Through its public engagement format, the group translated discussions around menstruation into accessible and culturally relatable narratives aimed at diverse audiences.
The initiative aligns with Sirona Foundation’s ongoing work in menstrual health awareness and accessibility. According to the company, the foundation has educated more than 100,000 menstruators and distributed over 12,000 menstrual cups across underserved communities in India. The organisation has also set a target of supporting 1 million women and girls by 2030.
Through campaigns such as ‘No Two Periods Are The Same’, Sirona continues to use purpose-led marketing and public engagement formats to encourage open conversations around menstrual health and reduce stigma associated with periods in India.
