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Tag: Tanvi Johri

  • Carmesi launches its latest campaign ‘The Period Girl’

    Carmesi launches its latest campaign ‘The Period Girl’

    MUMBAI: Carmesi – India’s first premium biodegradable sanitary napkin launched their awareness campaign, The Period Girl this week. The campaign conceptualised by FCB Ulka is an innovative depiction of underprivileged girls on periods, frame by frame. The beautiful storytelling behind the frames conveys the message that for women, life shouldn’t stop, when periods start! Instagram Stories are massive. Everyone who’s anyone loves them. Top brands use Stories on a regular basis. It is said that on an average an Instagrammer spends 25 to 30 minutes tapping on Stories. What better reason for a brand that was built on Instagram to do their first CSR campaign – using Stories as a medium.

    Carmesi works closely with a group of NGOs together they have a social initiative called Unified In Red. They organise workshops on Menstrual Health for underprivileged girls. They donate pads to girls in need, educate them about their bodies, teach them good hygiene practices and encourage open conversations around menstruation. Every pack of Carmesi bought goes into funding these activities.

    Speaking on the occasion, Carmesi founder Tanvi Johri says, “This campaign is very close to our hearts because it’s a beautiful depiction of a rather painful reality. To see the period girl in all her childhood innocence, being crippled by something as basic as Periods touches a chord in people. It forms an instant connect with the viewer. And it doesn’t just end there; it gives the viewer an opportunity to help keep her going by directing them to our social initiative – Unified In Red, by educating them about the efforts we have undertaken to make period positivity a reality.”

    FCB Ulka national creative director Surjo Dutt says, “It’s a great way to start an Instagram only CSR awareness campaign. First for FCB Ulka and rare for Indian brands.”

    Spearheading the campaign, FCB Ulka group creative director Anusheela Saha says, “We felt the Instagram Stories tapping action could be put to a good use. So we created Story frames like stop-motion animation frames. Tapping on could make the period girl keep moving on, so that she doesn’t stop when her periods start. It’s engaging and yet cause centric.”

  • Carmesi encourages new perspective on menstruation through #RealWomenRealPads

    Carmesi encourages new perspective on menstruation through #RealWomenRealPads

    MUMBAI: Marking International Women’s Day, natural and biodegradable intimate care brand Carmesi is working towards transforming the way society has been looking at periods through its social media campaign #RealWomenRealPads. The campaign shows real women, holding real pads, and having real moments of uninhibited joy with no shame, no feeling of embarrassment, no unrealistic jumping off walls, or flying away to glory wearing white pants.

    The social media campaign is designed to let women know how normal it is to openly talk about periods, and how the narrative on menstruation needs to evolve and focus on real issues, real conversations, and the reality of period. Carmesi, therefore, invited three very different women for the campaign, none of them a professional model, and showcased how each of them with their wildly different personalities had one thing in common – ‘No inhibitions in discussing Periods’.

    https://mycarmesi.com/pages/realwomenrealpads

    Speaking about the thought behind the campaign, Carmesi founder and CEO Tanvi Johri said, “We, at Carmesi, believe that the new-age women in India are open to have conversations about periods. And so should be the brands, making period products. A pad can do more than just contain period blood. It can bring a shift in perspectives, and help erase the stigma around menstruation that has plagued the Indian society for ages.”

    "A lot has changed since the time sanitary pad commercials made a debut on our TV screens. We saw the first wave of technology, learnt how to use a computer, and cherish the value of uninterrupted internet. But what hasn’t changed is the way we WERE and ARE seeing sanitary pads – Girls dancing in white pants, jumping off high walls, and acing at life. Then comes an animated pad, flying into the screen with blue liquid pouring into it, and makes a promise to keep the woman dry and comfortable. It has been 20 years, and yet, we don’t remember seeing an ad with a real woman holding a real pad, on the TV screen," says the brand in a press statement.

    It further reads, “Carmesi aims to change that. The brand, therefore, has made a conscious effort to show that more and more women today want to have an open conversation about periods. They neither shy away from it, nor are they disgusted or embarrassed by it. It aims to highlight that brands need to take the onus of spreading this change, by portraying periods and period products in a more realistic manner. Because It Matters. Period.”