Sirona Hygiene, a fem-tech startup, has rolled out a film ahead of Menstrual Hygiene Day (28 May).
It's part of a campaign titled #PeriodsHiTohHai (it’s just periods) to address the still-prevalent stigma around periods. The film highlights the shame that is associated with periods within Indian households and the importance of breaking the stereotype.
The film draws upon a day in the life of two sisters named Saniya and Sonia. When Saniya hides her sanitary pad from her father, Sonia questions her about the unnecessary secrecy. To bring her to realisation, Sonia begins to wrap Saniya’s daily-use products with brown papers too. After realising what her sister is up to, Saniya confronts her vows that she would never shy away from letting her period products show again. The film tries to convey the message that if other medical and hygiene products are not required to be hidden, neither must period products.
Deep Bajaj, founder and CEO, Sirona Hygiene, said, “We are delighted to announce the launch of the #PeriodsHiTohHai ad campaign in India. Through this campaign we aim to empower period positivity and break the stigma related to periods. Sirona’s products help to solve period problems for women. We also create educational content in the form of videos, blogs, infographics to keep our audience well-informed.”
