Mumbai, India | August 10, 2023: Piramal Consumer Product Division (CPD) expands its i-activ portfolio with i-activ menstrual cups that is poised to revolutionize period care for women in India. The brand introduced a new campaign, ‘Honest Tutorial’ in collaboration with actor, Shriya Pilgaonkar that aims to educate, empower, and transform the menstrual experience for women across the country.
The ‘Honest Tutorial’ campaign is focussed on promoting i-activ Menstrual Cup, a product that guarantees a rash-free and leak-proof experience for ultimate comfort. Crafted with 100% medical-grade silicone, the i-activ menstrual cup offers up to 8-10 hours of reliable leakage protection, making it highly efficient and cost-effective*. The product offers durability and can be used for up to five years, making it an eco-conscious and sustainable choice. With a deep understanding of the unique challenges women face during their menstrual cycles, i-activ is dedicated at delivering a seamless, worry-free, and customized period- care solution.
Approximately one-fourth of women aged 15-24 (according to the National Family Health Survey (NFHS-5) 2019-21) do not use sanitary protection methods during their menstrual cycles. To provide proper period care, i-activ offers a range of products to ensure the well-being and comfort of women during menstruation. It allows women to navigate their natural cycles with confidence and ease.
Nitish Bajaj, CEO, Piramal Consumer Products Division said, “We are excited to launch i-activ menstrual cup; a sustainable and cost-effective alternative to pads and tampons. We know that many women are hesitant to try menstrual cups because of myths and misconceptions. That’s why we’re launching a new campaign to educate women about the benefits of menstrual cups and to bust some of the most common myths.
We believe that i-activ menstrual cup can change the way women experience their periods. It’s a more comfortable, sustainable, and cost-effective option that can give women peace of mind during their menstrual cycle. We encourage women to learn more about i-activ menstrual cup and give it a try.”
Speaking on her association with Piramal’s i-activ brand, actor Shriya Pilgaonkar said, “I am truly honoured to be a part of this campaign that is revolutionizing the way we approach period care. i-activ, provides women with a comprehensive solution for their period and intimate needs. Menstrual cups not only provide unparalleled comfort and leakage protection but also contribute to a sustainable lifestyle by reducing waste.”
YouTube Link for the campaign – https://youtu.be/Ag5vlEAOpE0
i-activ is a prominent brand in Piramal’s i-range portfolio, specializing in providing comprehensive solutions for women’s period needs. The brand currently offers two innovative products: the i-activ Menstrual Cup and the i-activ Period Panty across India. Piramal CPD offers multiple brands namely, i-pill, i-activ, i-can, i-feel & i-know across categories like contraception, conception, home-detection, intimate care, maternity care and menstrual care.
