Period care brand, Lemme Be has rolled out a campaign ‘My Story. Period’, to reveal the real experiences of a menstruator, including the gory details that are often left out from being portrayed. Conceptualised by Django Digital, the film narrates the honest confessions of a bleeding woman.
The film is presented in a poetry format to form an anthem. The film features different women who rap about what it means to be a bleeding woman in India. Each of them is seen defying society's expectations and explaining who they are while on their period, by flaunting a range of products from Lemme Be.
Devidutta Dash, founder, Lemme Be, said, “All of us at Lemme Be are menstruators in the same flow as our customers and hence, we want people to understand their bodies and the best suitable products for their bodies. We are an inclusive brand catering to all genders and age groups, especially young menstruators who’ve just started discovering their bodies. We’re an Indian brand with a global mindset and when it comes to menstrual health, we want people to feel heard and taken seriously. This ad film is an attempt to reach a wider audience and create a safe co-existing space for all menstruators who are afraid to have uncomfortable period conversations.”
Kirti Borkar, creative lead, Django Digital, said, “We grew up in a world where menstruation was discussed in hushed voices using code words and pads were sold in newspaper wrappings, still are. Period narratives in pop culture and media told menstruators what and how they should be rather than recognising how they are. As advertisers, collaborating with an unapologetic brand like Lemme Be, we felt it was our duty to change this narrative, to spark a period revolution. And what better way to do that than a menstruator telling their story in their own words? For us, it’s not just an anthem, it’s a celebration and confession of what our bodies go through every single month, from one menstruator to all”.