Comfy Snug Fit’s campaign unboxes the freedom from menstrual taboos


Menstruation, or period, is normal vaginal bleeding that happens as a component of a woman’s monthly cycle. It’s a natural action within which monthly, your body prepares for pregnancy. In case of no pregnancy, the uterus sheds its lining. Menstruation is partly blood and partly tissue from inside the uterus. It passes out of the body through the vagina.

Nonetheless, it’s usually been surrounded by taboos that prohibit women from many aspects of socio-cultural life. Even today this taboo is in India which affects the emotion, lifestyle, and most importantly mental health of girls and women. Though this might be a process still girls and ladies are made want it’s a shame.

Comfy Snug Fit, a fast-growing menstrual hygiene brand from the house of Amrutanjan Healthcare Limited made an effort to unbox freedom from menstrual taboos in its latest digital campaign for Independence Day. With this campaign being launched on the 75th Independence Day, Comfy aims to deliver a strong message on what actual independence sounds like for menstruating women by revealing the years of discomfort hidden inside a brown sack.

It hopes to vary age-old taboos surrounding menstruation. Through this digital campaign, Comfy highlights how women have progressed since independence, and yet they still face the stigma attached to menstruation. The menstrual period could also be a phenomenon and using sanitary napkins is not any quite hygienic need. Still, the conversation related to menstruation continues to be considered taboo with the subject only hinted to in hushed tones. Also, over-the-counter sales of sanitary napkins are given wrapped in newspaper, or hidden in brown paper or black plastic bags as if it is a bomb or anything like that which is illegal.

Mr. S. Sambhu Prasad, Chairman  & Director of Amrutanjan Health Care Ltd said, “The awareness and education level of women’s menstrual health and hygiene is very low. We at Amrutanjan Healthcare, aim to spotlight this issue. On this holiday, we aim to encourage free discussion and conversation around women’s menstrual health and hygiene, to empower the ladies of India.”

Mr. Mani Bhagavatheeswaran, Chief Marketing Officer, Amrutanjan Health Care Limited said, “#Unboxing Freedom brings to life the particular undeniable fact that even after 75 years of independence, our thoughts on menstruation and usage of sanitary napkins still should gain freedom from taboo and societal stereotypes.” Comfy’s digital campaign aims to activate #ThePowerToBeYou and empowers women to be who they’re by ditching the black plastic and getting comfortable with the sanitary pad without feeling any shame.

Mr. Deepak Kumar, Chief Creative Officer at Korra said, “Unboxing may be a trend we are all used to on the internet. That’s why we thought of using it to unbox the stories of young girls that reflect the way our society trains us to be embarrassed about carrying sanitary napkins within the open.”

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