Releases a powerful video inviting women to come forward & talk all things period
Mumbai, May 27, 2021: Continuing with its efforts to normalize period conversations, feminine hygiene brand Carmesi launches a video campaign, Period of Isolation, marking Menstrual Hygiene Day. The campaign throws light on how lack of social interaction and increased isolation due to the pandemic has impacted our menstrual health. It confronts us with the harsh reality that the home environment might not always be conducive to having a ‘free’ period. With this, Carmesi aims to empower women by hosting the first ever free-flowing, virtual conversation on menstruation focusing on the ordeal and finding collective solutions to end the Period of Isolation together.
Echoing the sentiments of millions of women in the country, the video showcases real life scenarios frame by frame wherein they have to deal with a myriad menstrual taboos at home during ‘that time of the month’. From not being allowed to enter the kitchen or touch the pickle to balancing household chores & office work as they hide their period from men in the family, to their inability to justify their PMS to elders in the house to being unable to meet their friends to talk and take a breather, it sheds light on how Periods can feel even heavier when isolated at home. Providing a solution to this, the video moves towards informing the viewers about the virtual space created by Carmesi and invites menstruators to join & talk about all things period.
Link to view the video: https://www.instagram.com/p/CPXuYavg1nB/?utm_medium=copy_link
The video is live at all the social media channels of the brand.
Elaborating on the thought behind the campaign, Tanvi Johri, Founder & CEO, Carmesi shares,
“Menstruation and menstrual practices still don’t find the desired level of acceptance in our society’s social and cultural construct. The on-going pandemic and prolonged work from home has worsened the situation for menstruating women. Carmesi, as a brand, believes in making menstrual conversations mainstream and works with the objective of ending period shame. In line with the brand’s ethos, Carmesi has undertaken this initiative that aims to create a safe zone for all menstruators in the form of a strong, virtual community. This Menstrual Hygiene Day, Carmesi will provide a platform to women that will enable them to voice their menstrual experiences openly and liberate themselves from the Period Isolation Stress as they empower each other with solutions to deal with period miseries.”
