On January 27, 2026, in Mumbai, India: BlueCross Laboratories released a fully AI-generated video to mark National Girl Child Day. The video tells the powerful story of dysmenorrhea through “The Championship Match She Almost Missed” – an account that represents the silent health crisis affecting about 80% of Indian girls and women. C Com Digital conceptualized, designed, and produced the groundbreaking video as part of the brand’s ongoing #StopThePeriodPain campaign, using cutting-edge artificial intelligence technology to promote the rights and empowerment of girls.
The campaign takes a deliberate tactical strategy: “Athlete Over Celebrity.” Acknowledging that sports personalities like Jemimah Rodrigues have started a vital conversation about period pain, BlueCross realized that to truly represent the struggle, they needed a face that belongs to every girl in India. The video features the story of “Anjali Shivgan”– representing the millions of young athletes in local stadiums across India whose dreams are cut short not by lack of talent or dedication, but by untreated period pain.
“We were inspired by Jemimah’s bravery in bringing this conversation to the mainstream,” explained Mr Panchanan Routray, Sr. Marketing Director at BlueCross Laboratories. “But we realized that in every neighborhood, in every local stadium, there are countless ‘Anjali’s’ – talented girls whose sporting dreams, academic aspirations, and future careers are being silenced by a condition that society has wrongly normalized. This campaign is for them.”
The AI-generated video represents a new way to use artificial intelligence to raise awareness about women’s health. Released around the National Girl Child Day (January 24th), a day dedicated to increasing understanding of the rights, education, health, and nutrition of girls in India, the campaign’s goal is to make it easier and less stigmatized to talk about dysmenorrhea, especially for young girls who often suffer in silence.
Dysmenorrhea: India’s Quiet Pandemic
Dr Prabhu Kasture, Director of Medical Services and Pharmacovigilance at BlueCross Laboratories, says that dysmenorrhea affects about 80% of Indian girls and women, making it the most common gynaecological problem in India. Period pain is common, but it has been dangerously normalized as “just the way a woman is” instead of being seen as a medical condition that needs to be treated.
The effects are extensive: girls miss school, women miss work, and many have medical issues such as endometriosis, adenomyosis, or uterine fibroids that go undiagnosed and untreated. For emerging female athletes like Anjali Shivgan in our local communities, severe period pain often means missing crucial practice sessions, important matches, and ultimately, abandoning their sporting dreams altogether. This normalization creates a damaging mutedness that perpetuates through multiple generations, causing unnecessary suffering.
Chandan Bagwe, Founder and Director of C Com Digital, said, “National Girl Child Day is the perfect time to talk about this important health issue that affects the lives, education, and careers of millions of Indian girls and women. ‘The Championship Match She Almost Missed’ captures a moment that happens thousands of times every day across India – talented girls forced to choose between their dreams and their pain. This AI-generated video shows how technology can help empower girls. To truly empower young girls, they need to know about their health and their rights. We’ve used AI to create a relatable protagonist – not a celebrity, but someone who could be anyone’s daughter, sister, or neighbour. The video gets our point across in a compelling, modern way that evokes emotion while delivering factual information. It drives home the essential message: periods are normal, but period pain is not.”
The #StopThePeriodPain Movement
The #StopThePeriodPain campaign has changed the way people talk about menstrual health in India since it started. This campaign is different from others that focus mostly on menstrual hygiene because it directly addresses the pain itself. It encourages women to see severe period pain as a serious medical issue instead of something that happens to everyone.
The campaign has built a comprehensive ecosystem of education and empowerment through a dedicated resource website (www.painfulperiods.in) that offers personal stories, expert advice, answers to common questions, and scientific explanations of period pain. The multi-channel approach includes collaborations with influencers in 12 regional languages, making certain that culturally relevant messages connect with women across India.
The “Championship Match She Almost Missed” campaign on National Girl Child Day represents the latest evolution in this ongoing effort to raise awareness and educate about health issues. By focusing on the everyday athlete rather than the celebrity, it demonstrates how modern technology can spread important health messages while assuring every single girl in India sees herself represented in the conversation about menstrual health and empowerment.
Watch the campaign here – https://drive.google.com/drive/folders/16dUbsfH9VoW4IrwgcKC0jy5IwPhFCB5c?usp=sharing
