MsChief sparks a revolution by empowering women to take charge of their pleasure

MsChief from the house of TTK Healthcare has rolled out a campaign #ClaimYourPleasure which showcases how women in India are challenging traditional societal norms. 

 

Conceptualised by The Glitch, the film traces the journey of five women from different walks of life who challenge different norms and shatter everyday stereotypes through their choices. The film opens with, the female protagonist breaking down walls when it comes to pay parity, dressing norms, getting married before the age of 25 and pursuing their careers after marriage. The film ends with the protagonist finally claiming their pleasure by breaking down the pleasure gap wall. 

 

Vishal Vyas, associate vice president, marketing, TTK Healthcare, said, “MsChief rejects the idea that women should settle for diminished or muted pleasure. Today, women are forging ahead with milestones in all industries and fields, have broken barriers in terms of pay parity and education, but the pleasure gap is something which needs to be addressed equally openly. MsChief empowers women to claim their pleasure with their range of products, and the brand film reflects that.”