Carmesi launches its latest campaign ‘The Period Girl’ on Instagram!

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, Tanvi Johri, Carmesi’s founder 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 Delhi is crafted the creatives for the campaign and Surjo Dutt, National Creative Director, FCB Ulka quips, “It’s a great way to start an Instagram only CSR awareness campaign. First for FCB Ulka and rare for Indian brands.”

Anusheela Saha, Group Creative Director, FCB Ulka, spearheading the campaign 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. Its engaging and yet cause centric”

View this post on Instagram

This is the story of 5 inseparable friends - Anu, Minu, Tinu, Sonu, and Ninu. They love walking together to school every day. They idolise Jaya Miss (their English teacher), share their lunches, pass secret notes in the classroom, are the first to participate in dance competitions, and love playing kho-kho in their break time. Sadly, only 1 of them will continue going to school next year. In many parts of India, 1 out of 5 girls drop out of school when their periods start. Lack of access to hygienic period products, and little to no knowledge about menstruation are key factors that contribute to this staggering statistic. But, LIFE SHOULDN’T STOP WHEN PERIODS START. You can help #KeepHerGoing. Follow the link in our bio to know how.

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