Mumbai: Philips, the leading brand in kitchen appliances, has announced its latest campaign, “Chatkare”, which encourages viewers to embrace cooking on every occasion and to celebrate life’s moments with sumptuous home cooked food. The new commercial brings to life instances of joy, love and friendship highlighting the role of Philips’ innovative range of kitchen appliances in day-to-day life.
Empowering consumers to turn around the ordinary days by creating memorable experiences, one of the key highlights of the film is the music and the theme ‘chatkare’. The film captures cultural and social nuances from different zones, showcasing a young expecting couple enjoying home-cooked golgappe during a rainy day, while another couple secretly relishing the crisp, golden brown vada in their kitchen, freshly prepared in the Philips Airfryer. Followed by a Parsi uncle becoming the hero of the neighbourhood, treating kids to ice gola made using the Phillips Mixer Grinder. These scenes culminate in a montage of blissful moments where everyone savours the delicious food prepared with various Philips appliances, showcasing the brand’s commitment to enhancing everyday cooking experiences.
Commenting on the new campaign, Philips Domestic Appliances India Ltd. marketing head Pooja Baid said, “Serving as a reminder that lip smacking home cooked food need not be savoured only on special occasions, rather it can be savoured every single day; the Chatkare campaign aims to celebrate cooking as a joyful everyday experience and food as a medium to bond with your loved ones. It also celebrates the “Me” time that the consumers get by cooking different culinary delights with Philips Kitchen appliances.
Building on the ‘chatkare’ moments, we also aspire to evoke cherished memories associated with our brand and appliances, and reinforce its enduring legacy of unparalleled quality, trust and innovation.”
Ogilvy India (North) CCO Ritu Sharda added, “When conceptualizing this campaign for today’s generation, we wanted to demonstrate the joy of cooking that Philips brings to every Indian household. The jingle beautifully captures how we are always looking for a moment of chatkare and Swanand’s voice just adds magic to those moments. Each instance has been chosen to perfectly convey the message of “jab chahein khushiyan pakayein.”
The campaign breaks with a long-format digital film and extends to TV, cinema as well as social media platforms.
Mumbai: India’s leading sports broadcaster, Sony Sports Network, unveils a new film featuring Chief of Defence Staff of the Indian Armed Forces, General Anil Chauhan, PVSM, UYSM, AVSM, SM, VSM. The contribution of the Indian Armed Forces in the field of sports and athletics has increased manifold and General Anil Chauhan, a torch bearer whom the whole nation looks up to, rallies the support of the nation with his inspiring message ‘Hum Hai, Zidd pe Sawaar, Iss Baar, Sau Paar, Phir Se, Hum Honge Kamyaab!’ for the Indian contingent at the 2022 Asian Games in the film.
As the official broadcaster of the 19th Asian Games Hangzhou 2022, which starts on 23 September, Sony Sports Network has embarked on a mission to popularise our athletes from across India. Following India’s best performance at the Asian Games in 2018 with 69 medals, it is now time for India to take the next step and hit the three-figure mark (100) in total medal-tally. Toward this endeavor, Sony Sports Network launched a campaign has featuring personalities from various walks of like Sudha Murthy, Abhishek Bachchan, Kapil Sharma and more, that not only serves a larger cause of growing sports in India, but also celebrates the lesser known, unsung Indian heroes who have given their all to Sports and are at the cusp of representing India at the Asian Games.
Mumbai: RING, the consumer-first digital payment app from the founders of Kissht, launched its latest marketing campaign: “Sapnon ko RING karo”. The digital video campaign (DVC) adopts a direct approach towards resonating with Gen-Z and millennials through a catchy rap. The video focuses on the multifaceted personalities of the new age generation who are breaking norms while being financially independent. RING weaves in the messaging of how the brand is making their dreams come true by empowering them to make quick financial decisions and take a steep dive towards their future. The DVC is expected to create a lasting impression among its core target audience, building on the recent success of its Women’s Day campaign: “Desh ka Aina- Life in her pocket”
“Sapno ko RING karo” is designed to create a positive perception of credit in India, and fuel independence among the ambitious population of India. The context of the narrative is set at the very beginning with the message, “The story of the young, the restless, the dreamers, and the doers”. The video then follows a neon aesthetic set to a Hindi rap tempo, interspaced with short recreations of real success stories of Gen-Z and Millennials from diverse backgrounds. A total of six stories are depicted, including a chemical engineer who is an aspiring writer, a college dropout who is an aspiring chef, a call-centre agent, a techie who is a travel blogger, a nurse who is a rapper, and someone who is still figuring out what to do. The tone of these short story segments is kept more affectionate yet fun, and most importantly, relatable; allowing viewers to connect more closely with these individuals.
RING’s borrower profile has revealed that Gen-Z and millennials are not risk averse and have adopted credit positively to fulfil their needs and wants. The DVC encourage the generation to trust in their own skills and passion rather than sticking to the beaten path. The very first line of the DVC strikes a chord with the young aspirational class and echoes in their mind with “We Dream, We Believe, We Hustle”.
Shwetha Iyer said, “We are thrilled to announce our latest campaign, Sapno ko RING karo. We pride ourselves on understanding our customers deeply and this video is intended to capture the aspirations of the young and the restless. Fintech in India has come a long way in terms of making credit accessible to the underserved population, especially millennials who contributed to nearly 50 per cent of digital lending transactions in India. Through our customer surveys and VOCs, we hear heartening stories of how our loans have helped people. We wanted to bring these stories alive through a relatable, slice-of-life approach, depicted in an edgy manner”.
RING has maintained engagement with its users as a top priority since its founding in 2022. The Sapno ko RING karo campaign is just the latest effort in its continued commitment to connect, empower, and encourage the aspirational youth of India.
Mumbai: Insecticides India Limited (IIL), one of India’s premier crop protection companies has launched an anthem for its revolutionary umbrella brand ‘Tractor Brand’. The anthem, which also features the brand’s ambassador and Bollywood superstar Ajay Devgn, covers several leading IIL products under the Tractor Brand, including Shinwa, Mission, Izuki, Hercules and Sofia. This comes as the company continues to seek more innovative ways to connect to farmers across India and beyond.
The campaign, conceptualized by BEI Confluence, a leading advertising agency with 360 integrated solutions with long experience in FMCG & Agri/Rural Category, would be transmitted across multiple platforms to provide the much-needed education and enlightenment to its teeming farmer population and raise awareness about the Tractor Brand. The anthem comes in a colorful potpourri of dance, music, laughter, and happy faces, performed in multiple languages to appeal to India’s incredible diversity.
The bright scenery of the ad triggers an eruptive emotion of joy and abundance, the result that comes from applying the right crop protection products to their farms. IIL has been on a mission to help transform agricultural practices by offering cutting-edge innovation. “Our Tractor Brand is the hallmark of our innovativeness in finding practical solutions to the challenges that farmers face. By helping to protect their crops, and boosting yield, we’re playing our role in safeguarding their livelihood and contributing to the rural economy.
“This is why this anthem is necessary and I am happy with its execution. Today Tractor Brand has its credibility and is popular among the farming community now we need to take this relationship to next level. It is a great way to connect with them, and give them a sense of belonging to our “Tractor Brand”. We hope this will better take our message of the Tractor Brand and help the farmers understand the need to use our Tractor Brand range of products for increased productivity.,” said Insecticides India Limited managing director Rajesh Aggarwal.
The anthem was packaged with a well-thought-out strategy to make it easy for Indians to sing along and have a feel-good feeling, reflecting the brand’s desire to uplift the farmer’s spirit every time they use a Tractor Brand product. Mr. Aggarwal adds that the overall aim of the company is to extend its support to the nation’s agriculture sector by educating farmers on developing sustainable crops, and providing the products that will help them achieve such crops.
IIL has reiterated its commitment once more to agricultural growth through farmers welfare and empowerment. The popularity of the Tractor brand stems from its position to make the mandate of IIL a reality, as well as its “hand-in-hand” with farmer’s strategy. The brand hopes that the campaign will be a catalyst as it hopes to consolidate on its 105+ branded formulations, 380+ SKUs, and an impressive FY 2022-23 with about 5 new products and further growth in 2024.
Mumbai: Fixderma Skincare, one of the cosmeceutical brands providing Dermatologist approved and clinically tested skincare solutions, has onboarded actress Vaani Kapoor for the launch for brand’s Shadow Sunscreen range. This sunscreen is specifically designed to provide broad-spectrum protection against skin-damaging rays, making it an essential addition to everyone’s skincare routine.
In the digital film, Kapoor can be seen stating the holistic approach to skincare and the inseparable connection between a healthy lifestyle and healthy skin. It emphasizes the significance of making conscious choices in our lifestyle and skincare routines to achieve optimal skin health. #MeetYourRealSkin Campaign reiterates that Sunscreen is vital for protecting the skin from sun damage, including sunburn, premature aging, and the risk of skin cancer.
Commenting on the collaboration, Kapoor said,” My daily use of sunscreen and maintaining a healthy lifestyle have always been the key to my glowing and perfect skin. My fundamental skincare routine has Fixderma Shadow sunscreen. I’m pleased to work with Fixderma on the campaign that aims to make the customers aware of the importance of a healthy lifestyle and healthy skincare routine.”
“We had previously collaborated with Vaani and she aligns perfectly with our brand philosophy and personality. Through this campaign, we want to inspire individuals to adopt healthy skin care routines that will not only enhance their skin health but also boost their self-confidence. Our goal was to establish a meaningful connection with our customers by offering engaging and informative content.” commented Fixderma Skincare CEO & founder Shaily Mehrotra.
Fixderma Shadow SPF 50+ Gel Sunscreen not only offers sun protection but is also lightweight, waterproof and nourishing. This unique gel formulation doesn’t make your skin oily and protects it from premature ageing, tanning and sun damage. It is trusted and recommended by 7000+ dermatologists. Additionally, the brand’s partnership with Kapoor further strengthens the message of embracing a healthy lifestyle for radiant and flawless skin.
Mumbai: Parachute Advansed Gold, a premium & contemporary hair-nourishment & beauty brand, is shaking up the traditional approach to marketing campaigns and breaking through the clutter with Contextual Interruption Marketing. Through the brand’s latest campaign #NoBaalBanka, Parachute Advansed Gold in partnership with Madison Media Ultra and team WPP aims to capture the impact summer heat has on hair and how PA Gold makes sure hair stays nourished & protected during this heat.
With an aim to effectively grab their consumers’ attention, Parachute Advansed Gold has used disruptive, contextual marketing across leading consumer interest platforms – ZeeTV, Zee5 and YouTube.
This is the first time ever on Zee TV that a brand has interrupted a live TV show with brand messaging interrupting the show playout, a disruption led by Madison Media Ultra. Blocking prime-time, the brand integrated its campaign message across all eight prime-time shows including Kumkum Bhagya, Bhagya Lakshmi, Kundali Bhagya and Main Hoon Aparajita, simultaneously on ZeeTV as well as its digital counterpart Zee5.
The episodes were interrupted with ten-second branded videos themed around various emotions and settings, contextual to the content playing out in the episode. This engaging rollout took place over three consecutive days, establishing a unique connection with their core target audience across Hindi-speaking markets.
Alongside the ZeeTV & Zee5 disruption, Parachute Advansed Gold is also activating contextual ads before trending videos on YouTube with over 300 Parachute Advansed Gold creatives which team WPP has created in real-time, in sync with the trending content.
Marico Ltd. chief marketing officer Somasree Bose Awasthi said, “Over time, Parachute Advansed Gold has built a strong, trusting bond with its consumers through effective communication and consistent product quality. Our latest campaign for Parachute Advansed Gold #NoBaalBanka, aims to disrupt the clutter of summer campaigns with a strong, contextually placed message to surprise and connect with our consumers when they are highly engaged. This, we believe, will help us establish a genuine connection while leaving a lasting impact”.
Madison Media Ultra chief operating officer Jolene Fernandes Solanki said, “At our agency, we are constantly seeking innovative ways to break through the clutter and engage audiences effectively. The #NoBaalBanka campaign for Parachute Advansed Gold showcases our expertise in Contextual Interruption Marketing, creating disruption during the summer season. By integrating the brand seamlessly into popular serials both on TV /OTT and through trending YouTube videos. We have successfully connected with the target audience. We are proud to have collaborated with Marico & Zee on this unique and engaging campaign”.
Zee Entertainment Enterprises Ltd chief growth officer Ashish Sehgal said, “As a pioneer in the Indian media landscape, Zee has always been at the forefront in delivering innovative advertising solutions for its esteemed clients. We are delighted to partner with Marico for its #NoBaalBanka campaign leveraging a unique Contextual Interruption Marketing format on Zee TV and Zee5. This is a first-of-its-kind solution on Zee TV making it a very special campaign indeed. I’m excited to team up with Marico on this unique campaign which is sure to resonate deeply with the audience.”
The rollout of the #NoBaalBanka campaign on ZeeTV and Zee5 was activated for three consecutive days during prime-time shows. The YouTube campaign will span two weeks, immersing the brand in popular cohorts to ensure maximum reach and engagement.
Mumbai: At the crack of the monsoons hitting several parts of India, Zeel Rainwear, the country’s number one rainwear brand has launched its new TVC campaign. The new campaign showcases the new generation of rainwear, designed with the ever-moving citizen in mind.
Over the years, Zeel Rainwear has soared its way to the top of the category, and it has done so by developing products focused on the core needs of consumers, i.e. staying dry even in extreme rain conditions. Zeel’s erstwhile campaign ‘Sada Sukhe Raho’ anchored on this benefit.
Commenting on the campaign, Zeel Rainwer director Rohit Trivedi said, “We at Zeel believe in making products that add value to our consumers’ lives. We Indians often commute in extreme rains to go about our everyday routines, many by riding two-wheelers or wading through traffic on foot. Regular rainwear brands tend to obstruct mobility, and we have constantly innovated to design our new generation of rainwear that enhances mobility. This season, we have pushed the bar by bringing innovative features such as withstanding 10,000mm of water pressure, water-repellent coating for quick drying, and specially crafted air vents to keep our everyday warriors cool and dry on the move.”
Conceptualised by Alpha1, a young boutique agency based out of Mumbai, the TVC is a 30-second film featuring a skating enthusiast effortlessly cruising through the rain, donning Zeel rainwear. Gliding his way through everyday obstacles like potholes and puddles, heavy traffic & rain, the skater demonstrates gravity-defying moves, flaunting the rainwear’s design focus on mobility.
Commenting on the campaign, Alpha1 co-founder Dorothy Rebello said, “Our task was to deliver two things – introduce the new range of rainwear which is designed for mobility & say this in 10 seconds – as the 10-second edit would run the most to achieve media efficiency! After looking at the products, it was instinctive that we had to showcase the product by virtue of a demo. A skater on in the Mumbai rains wearing rainwear is an amusing visual, with an ability to stand out in media clutter. I’m glad we’ve been able to deliver this crisp message in 10 seconds while keeping the TVC charm in the 30-second version.”
Mumbai: Future Generali India Insurance Company (FGII), one of India’s leading private general insurance players, has launched its D.I.Y Health #MakeYourChoice campaign to encourage “The choice should be yours” proposition. The campaign comprises three videos of 45 seconds duration each, targeting different segments with relatable slice-of-life situations.
By allowing customers to exercise the ‘power of choice,’ Future Generali’s attempt is to give consumers the choice to be the architect of their health insurance needs. D.I.Y Health gives consumers a chance to customise their health policy such that its best suited to their health goals and provides maximum value for their investment. Corresponding to this first-of-its-kind initiative in the industry, the D.I.Y Health #MakeYourChoice campaign has been designed as a celebration of choice and the flexibility it provides. It is brought alive through three unique films highlighting an important feature and cohort, with each telling a simple story of choice and why it matters.
FGII has created an advertisement that allows insurance agents to customise and include their contact information in the ad, which features charismatic Aparshakti Khurana or the talented Masaba Gupta. A special microsite has been developed by FGII that enables agents to create their own personalised ads in a few simple steps. Taking D.I.Y Health’s modularity feature to the next level, the microsite enables agents to connect with customers in a more personalised and interactive manner. Thus, advancing the concept of customisation that gives the power of personalisation to the customers.
Future Generali India Insurance Company Chief Marketing Officer Ruchika Malhan Varma, said, “As a ‘Lifetime partner’ to our customers, we remain heavily invested in understanding their evolving needs and providing them with innovative solutions that address them. Our customer insight bought forth a growing need for customization and the ability to design a policy suited to the unique health needs of each individual. This motivated us to create a proposition with comprehensive features that help customers pick and choose from a wide array of features comprising 17 base features and 20 optional product features to choose from as part of our D.I.Y Health policy.
She further adds “Our campaign celebrates the element of choice for our customer be it in life or insurance. Crafted around unique insights, it draws parallels between the life of the user and the most relevant health insurance feature to them, in a way that resonates with the viewer immediately”.
Mullen Lintas executive creative director Kapil Ojha said, “What good is a choice if it isn’t yours and yours alone? This is where we wanted to steer the conversation with this campaign. Because D.I.Y Health aptly gives you that level of power to choose. Also, we realized that each of the choice components that one can add or drop in the insurance spoke to different people across various life stages. Hence, to push the relatability quotient further, we crafted multiple insightful stories with situations and examples that I am sure most people may have definitely come across at some point in their own lives”.
The three films
The three stories celebrate individuals who seek to exercise their power of choice and not just go with the flow – whether in life or while buying insurance. The films have been accentuated by a very powerful yet minimal background score – adding the right emotion to the light-hearted tone of the campaign.
First film: Choose or Drop Critical Illness Booster
The film showcases a middle-aged confident modern woman embracing her health and fitness priorities.
Second film: Choose or Drop Maternity Benefit
The film celebrates the choices of a young married couple who have decided to not have children. The plot revolves around a relatable conversation between a couple before attending a family function.
Third film: Choose or Drop Accident Booster
The film showcases an accident-prone brother and a concerned sister. A quirky situational take in understanding that some people are accident-prone, and thus an accident booster is appropriate for them.
For more information about the campaign and to explore the range of customisable health insurance plans
Mumbai: Menstruation directly implies ‘mother nature’; a live example of it is Goddess Kamakhya. However, most people around the world, still consider it an impurity, which results in isolation, shame, and danger for girls and women because of misinformation and stigma around their periods. India in that matter has been trying to be a bit more vocal than usual nowadays.
Discussing further on the issue, Indiantelevision.com in an email conversation with Sirona Hygiene co-founder and CEO Deep Bajaj collected insights on the brand’s significant efforts to highlight and revolutionalise menstrual hygiene and women’s intimate care.
Edited Excerpts:
On Sirona’s launch and the challenges when it comes to advocating menstrual hygiene, as this topic is still taboo in India
Sirona is India’s leading FEMTECH brand committed towards an exclusive objective, i.e. creating products and driving conversations around feminine hygiene problems and solving all your unaddressed problems from puberty to menopause. Sirona offers a range of menstrual hygiene products, including sanitary pads, tampons, and menstrual cups. It was launched in India in 2014 and has led a revolution in menstrual hygiene and women’s health in the country. Sirona’s introduction of a diverse range of menstrual hygiene products has played a significant role in challenging traditional norms and empowering women with more options and choices.
The challenges are associated with advocating menstrual hygiene in India, especially due to the taboo surrounding the topic.
Cultural taboos: Menstruation is surrounded by cultural taboos and stigma in many parts of India. Conversations about periods are often considered impure or shameful, leading to limited knowledge and awareness about menstrual hygiene.
Lack of education: A significant challenge in advocating menstrual hygiene is the lack of comprehensive education about menstruation. Many girls and women receive inadequate information about menstrual health, including the proper use of sanitary products and hygiene practices.
Limited access to sanitary products: Access to affordable and hygienic menstrual products can be challenging, particularly in rural areas and economically disadvantaged communities. Lack of accessibility hampers proper menstrual hygiene management.
Infrastructure and waste disposal: Proper infrastructure for managing menstrual waste, such as sanitary pad disposal systems, is often lacking in public places, schools, and households. This poses environmental and health challenges.
Gender stereotypes: Gender stereotypes and societal norms contribute to the lack of open dialogue about menstruation. Menstruation is often considered a women’s issue, leading to limited involvement and support from male counterparts.
Social and religious practices: Certain social and religious practices restrict women and girls from participating in daily activities or visiting places of worship during menstruation, further perpetuating the notion of impurity and reinforcing the taboo.
Over the years, efforts have been made by Sirona through various activities, and initiatives to address these challenges. We focus on spreading awareness, providing education, and promoting the use of sustainable and affordable menstrual hygiene products. The aim is to break the silence, debunk myths, and empower women and girls to manage their periods safely, hygienically, and with dignity.
On the inspiration behind the #ReuseKaroSaveKaro campaign
The staggering statistics regarding sanitary pad waste cannot be ignored. Over seven billion pads ending up in landfills each year is a significant environmental concern. It is worth noting that each pad takes over 500 years to decompose, contributing to long-lasting landfill waste. In comparison, a 2016 CHOICE study found that menstrual cups and period underwear have a significantly lower environmental impact than tampons and pads. This reinforces the importance of adopting reusable menstrual products to reduce the negative environmental impact caused by disposable options.
Sirona’s menstrual cup, with a lifespan of up to ten years, plays a vital role in the efforts to preserve our planet for future generations. By choosing reusable menstrual cups like Sirona’s, individuals can make a meaningful contribution toward reducing waste and promoting sustainability. Sirona has sold almost 20 lakh menstrual cups till date.
Overall, Sirona’s initiatives and campaigns serve as an inspiration for individuals to reconsider their menstruation practices and embrace more environmentally conscious choices. By encouraging the adoption of reusable menstrual products, Sirona is leading the way in creating a more sustainable future for all.
On ways to be more vocal about menstrual hygiene, especially in backward areas
Promoting menstrual hygiene and breaking the silence surrounding menstruation in backward areas can be a powerful step toward creating awareness and positive change. Here are some suggestions on how people can be more vocal about menstrual hygiene:
Education and awareness programs: Organising workshops, awareness sessions, and educational programs in schools, community centers, and local gatherings to provide accurate and comprehensive information about menstruation, menstrual hygiene practices, and the proper use of menstrual products.
Peer-to-Peer Education: To encourage peer-to-peer education by training and empowering young girls and women to become menstrual hygiene ambassadors. They can educate their peers and community members about menstrual hygiene, debunk myths, and address misconceptions.
Use local language and media: Utilise local languages, cultural symbols, and mediums such as folk songs, street plays, radio programs, and local media channels to deliver messages about menstrual hygiene. This helps in reaching a wider audience and connecting with the local community.
Involve men and boys: Engage men and boys in discussions around menstrual hygiene to promote gender equality and inclusive conversations. Emphasise that menstruation is a natural process and involve them as allies in breaking the stigma and supporting women and girls.
Collaborate with NGOs and organisations: Partner with local NGOs, women’s organisations, and health institutions that work in the field of menstrual hygiene. Collaborative efforts can pool resources, expertise, and networks to create a more significant impact and reach.
Access to affordable menstrual products: Advocate for improved accessibility and affordability of menstrual hygiene products in backward areas. Work towards ensuring that a range of affordable and sustainable options, such as menstrual cups or reusable cloth pads, are readily available to women and girls.
Address infrastructure and waste management: Highlight the importance of proper infrastructure for menstrual hygiene management, including clean and private toilets, waste disposal systems, and access to clean water. Advocate for the implementation of such facilities in schools, public places, and households.
Empower women’s self-help groups: Encourage the formation of women’s self-help groups and provide them with training on manufacturing and promoting low-cost, eco-friendly menstrual hygiene products. This can create local employment opportunities and contribute to women’s empowerment.
Social media and online platforms: Utilise social media platforms, blogs, and online communities to share information, personal stories, and educational content related to menstrual hygiene. These digital platforms can help reach a broader audience, including people in backward areas.
Remember, change takes time, and it requires a collective effort. By initiating conversations, providing education, and involving the community, we at Sirona contribute to breaking the silence and promoting menstrual hygiene in backward areas.
On Sirona addressing common misconceptions or concerns surrounding menstrual cups
Sirona, a popular choice for menstrual cups, addresses common misconceptions or concerns surrounding menstrual cups in several ways:
Education and awareness: Sirona focuses on educating people about menstrual cups and dispelling common misconceptions. They provide comprehensive information on their website, packaging, and marketing materials to ensure users have accurate knowledge about how menstrual cups work and their benefits.
Detailed usage instructions: Sirona includes detailed usage instructions with their menstrual cups, addressing concerns related to insertion, removal, and maintenance. They provide step-by-step guidance, illustrations, and even video tutorials to help users understand the proper way to use the cup.
Size and fit options: Menstrual cups come in different sizes and Sirona offers a range of options to accommodate different body types, flow levels, and age groups. They provide clear sizing guidelines to help users choose the right cup for their needs, ensuring a comfortable fit and minimising concerns about leakage or discomfort. Customers can take the Sirona Menstrual Cup Quiz to know their suitable size.
Comfort and convenience: Sirona emphasises the comfort and convenience of using their menstrual cups. They highlight the flexibility and softness of their cups, which are often made from medical-grade silicone, ensuring a comfortable and non-irritating experience. Sirona also emphasises that menstrual cups can be worn for up to eight hours, providing long-lasting protection without the need for frequent changes.
Safety and hygiene: Sirona addresses concerns about safety and hygiene by using high-quality materials that are non-toxic, hypoallergenic, and easy to clean. They provide instructions on proper sterilisation and cleaning techniques to maintain the cup’s hygiene. Sirona also emphasises that using a menstrual cup can help reduce the risk of infections associated with traditional sanitary products like pads and tampons.
Environmental benefits: Sirona highlights the environmental advantages of menstrual cups. They emphasise that using a cup can significantly reduce waste compared to disposable pads and tampons, thereby contributing to a greener and more sustainable lifestyle.
Customer support: Sirona offers customer support channels, such as email, phone, or chat, to address any concerns or queries that users may have. They strive to provide prompt and helpful assistance to ensure users have a positive experience with their menstrual cups.
Online and offline sessions: Sirona health care experts also conduct sessions on menstrual cup adoptions. These sessions are done not only for the Sirona Hygiene Foundation but also for corporates, colleges, and schools to guide in menstrual cup adoption.
By actively addressing misconceptions and concerns through education, clear instructions, and customisation, emphasising comfort and convenience, promoting safety and hygiene, highlighting environmental benefits, and providing customer support, Sirona aims to alleviate worries and encourage more people to try and embrace menstrual cups.
On the contribution of reusable menstrual cups like Sirona’s reducing waste along with ensuring safety and hygiene
Reusable menstrual cups, such as Sirona’s, contribute significantly to reducing waste while ensuring safety and hygiene in several ways:
Waste reduction: Menstrual cups are designed to be reusable for an extended period, typically up to several years. Unlike disposable menstrual products like pads and tampons, which are discarded after a single use, menstrual cups significantly reduce the amount of waste generated. By using a menstrual cup, individuals can make a substantial contribution to reducing the environmental impact caused by disposable menstrual products.
Reduced single-use product consumption: The widespread use of disposable menstrual products contributes to a significant amount of waste. Menstrual cups help minimise the consumption of single-use products like pads and tampons. Since a menstrual cup can be reused for an extended period, there is no need to constantly purchase and dispose of disposable products, thereby reducing the overall waste generated.
Medical grade material: Sirona’s reusable menstrual cup is made from medical-grade silicone which is safe for prolonged contact with the body. It is hypoallergenic, non-toxic, and does not contain harmful chemicals, such as chlorine or fragrances, which can be found in some disposable menstrual products. This helps ensure safety and minimises the risk of irritation or allergic reactions.
Proper fit and comfort: Menstrual cups come in various sizes and shapes to accommodate different body types and flow levels. Finding the right fit is crucial for comfort and preventing leakage. Sirona provides detailed instructions and guidelines to help users find the appropriate cup size and ensure a proper fit. A well-fitted cup enhances comfort and reliability, reducing the chances of leaks or discomfort during use.
Long-lasting and durable: Menstrual cups are designed to be durable and long-lasting. With proper care and maintenance, a single menstrual cup can be used for several years. This durability reduces the need for frequent replacements, resulting in less waste generation over time.
Hygienic and easy to clean: Menstrual cups are made from materials that can be easily cleaned and sterilised. Sirona cups, for example, can be sterilised in boiling water or cleaned with mild, unscented soap and warm water. Proper cleaning and maintenance helps maintain the cup’s hygiene, ensuring safe and sanitary use during menstrual cycles.
Convenience and cost-effectiveness: Menstrual cups offer convenience and cost-effectiveness in the long run. Once purchased, a menstrual cup can be used for multiple menstrual cycles over 10 years without the need for repurchase or disposal. This not only reduces waste but also saves money for the user over time.
In summary, reusable menstrual cups like Sirona’s contribute to waste reduction by minimising the consumption of single-use menstrual products. They ensure safety and hygiene by using biocompatible materials, providing proper fit and comfort, and being easy to clean. Additionally, they offer convenience and cost-effectiveness, making them an eco-friendly and sustainable alternative to disposable menstrual products.
On the effectiveness of reusable sanitary underwear for both hygiene and waste reduction, other than menstrual cups
Reusable sanitary underwear, also known as period panties, has gained popularity as an alternative to traditional disposable sanitary products. In terms of hygiene, the effectiveness of reusable sanitary underwear depends on several factors, including the quality of the product, proper usage, and personal hygiene practices.
Quality of the product: Reusable sanitary underwear is typically made from highly absorbent and leak-proof materials, such as organic cotton or bamboo fabric, with a moisture-wicking layer. High-quality period panties are designed to provide adequate protection and prevent leakage. It’s important to choose reputable brands and ensure the underwear meets your specific needs.
Proper usage: To maintain hygiene, it is essential to follow the manufacturer’s instructions for using and cleaning reusable sanitary underwear. Typically, period panties should be changed and washed regularly, similar to regular underwear. Some brands offer additional features like removable inserts or liners, which should be replaced as needed.
Personal hygiene practices: Just like with any menstrual product, maintaining good personal hygiene is crucial. This includes cleaning the genital area with water and mild soap during showers or baths and changing period panties as necessary to prevent odor and discomfort. It’s also important to store used period panties in a hygienic manner until they can be washed.
However, it’s important to note that the overall effectiveness of reusable sanitary underwear may vary from person to person. Factors such as flow intensity, comfort preferences, and individual anatomy can influence the experience and effectiveness of period panties. It may be beneficial to try different brands or styles to find the most suitable option for your specific needs.
Ultimately, reusable sanitary underwear can be an effective and eco-friendly alternative to disposable menstrual products, but it is important to prioritise personal hygiene and choose high-quality products that meet your requirements.
On regional/ vernacular messaging gaining importance and the campaigns in terms of local language and its nuances
Regional and vernacular penetration is becoming increasingly important in a country as culturally diverse as India. Mobile internet penetration in India has been pipped at 48.7 per cent of the total population with a rising youth demographic using smartphones to access the internet. Consumers are increasingly getting access to a wider universe and thus a campaign must speak to them all. We have taken special care to translate our campaign across four regional languages while maintaining the core messaging across the campaign. Across the country, being rooted in tradition is inherently part of our culture, thus the nuances may change on more complex campaigns, but with simple and straightforward messaging, they are effective.
On the long-term goals and objectives of Sirona’s sustainability initiatives
Sirona has a mission to create societal change. Our company was founded with a vision to help women make more empowered hygiene choices. Our aim is not just to educate them on sustainability but to enable those decisions with access to the right products and services. On average, a woman may use approximately 11,000 to 16,000 pads throughout her lifetime. Considering that menstruation occurs monthly for several decades, the cumulative volume of menstrual pads disposed of is substantial. It is estimated that a single pad takes around 500 to 800 years to decompose. As a result, the disposal of pads in landfills leads to a steady accumulation of waste that occupies significant landfill space. Menstrual waste is an environmental problem and not just a ‘woman’s problem’. We want to be able to drive this understanding home and help millions of women across India make more informed choices for their own health and for the planet as well.
On the other hand, there are menstruators who do not have any suitable products for period management. The Sirona Hygiene Foundation offers education and encourages the adoption of menstrual cups amongst underprivileged menstruators across India. Sirona contributes Re 1 from each product sold towards such initiatives.
Mumbai: A story is told eye to eye, mind to mind and heart to heart. Legend has it that the whole sphere of stories and storytelling has an ingrained element of vulnerability and honesty, with undeterred engagement of mind and imagination. It was humanity’s need to share knowledge within communities for better survival prospects that apparently led to the evolution of stories, and transgressing beyond time, stories became an intrinsic part of cultures around the globe. But are stories as much a part of our life, as it was until a few years or decades ago? When did we let this beautiful and inherent part of our life go amiss amid the hustles? When did we stop bonding with our loved ones, and even strangers through stories that continue to appeal universally?
It’s about time we took a pause, and vow to bring this fascinating form of timeless tradition back into our lives, our homes, our communities and the society as a whole. India’s favourite storyteller Kahanikaar Sudhanshu Rai is slated to shortly launch #BondWithStories, a meaningful pan-India campaign that intends to touch millions of lives across all age groups. The campaign intends to bust the myth that stories are a medium solely for children and assert that people across all ages can benefit immensely from this ancient art. Four stories appealing to different human emotions would be released as part of the campaign, which would essentially be a nationwide drive sustained over 60 days.
Conceptualised by storyteller-filmmaker-actor Sudhanshu Rai, the #BondWithStories campaign’s objective is to create awareness about how stories can play a pivotal role in enhancing one’s holistic personality, irrespective of whether it’s a child or a grownup individual. The sporadically discussed prowess of storytelling with regard to evolved imagination, mental growth, creativity, holistic personality building, consciousness and personal bonding is likely to constitute the core of this campaign, which would seek participation from people across demography. It would further stress the need to make storytelling practice in homes, schools as well as corporate circles to foster a positive culture.
With more than 200 stories and standing as one of India’s few live storytellers, Sudhanshu Rai has been using the power of sound to augment the experience of stories for listeners/audiences. His live storytelling shows for instance are replete with orchestrated effects of sound, which is believed to have created our whole universe and still remains a significant tool that can enhance our holistic mental health to make living better. The #BondWithStories Campaign aligns with his vision to propagate a panoramic perspective of storytelling. This comes just days after Sudhanshu Rai declared that his next as an actor-filmmaker is a Bollywood sci-fi thriller, which for the first time brings such genre to India’s Heartland.
