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.”