National | October 22, 2025: On the occasion of World Menopause Day, i-Know, the women’s health brand from Piramal Pharma, has launched its latest campaign titled #OwnYourMenopause, conceptualized by DDB Mudra Group.
This campaign was built to address a simple reality: menopause is often invisible. Its symptoms can feel confusing, indescribable, and deeply personal, leaving women feeling unheard and alone in their journey. #OwnYourMenopause aims to change that by giving women a language to describe what they feel, empowering them to recognize their symptoms, talk about them, and take their first step towards understanding and owning this phase of life.
The campaign brings together real stories of women navigating perimenopause and menopause. Through metaphor-led storytelling, the films translate the indescribable: from brain fog that leaves one unsure of where they last left their salt container, to hot flashes that feel like global warming – but inside one’s body. The campaign captures these experiences as visuals that resonate deeply. Each story is a reminder that women are not alone, and that what they’re experiencing has a name, a reason, and support available.
As part of this initiative, i-Know spotlights its Menopause Testing Kit, a simple, reliable, home-based urine test designed to detect elevated levels of Follicle Stimulating Hormone (FSH): a key indicator of approaching menopause. With this innovation, i-Know helps women take charge of their health and journey with confidence and clarity.
Abhishek Kr. Srivastava, VP Marketing, Piramal Consumer Healthcare said, “At Piramal, we’ve always believed that true healthcare goes beyond products; it starts with awareness and empathy. With i-Know, our goal is to help women understand their bodies at every stage, including one of the least talked about transitions, menopause. The #OwnYourMenopause campaign reflects our commitment to driving both education and access, making it easier for women to identify what they’re going through and take timely, informed action. It’s a step towards normalising a conversation that has been silent for far too long.”
Mahima Mathur, Creative Director, DDB Mudra Group added, “Most women we spoke to began their menopause journey in confusion, not conversation. And when you can’t find the words, it can feel like you’re the only one. These stories – inspired by real testimonials – and the i-Know Menopause Testing Kit are here to make it easier to talk, to understand, and to turn a lonely journey into a shared one.”
With #OwnYourMenopause, i-Know continues its mission to empower women with knowledge about their bodies, from fertility to menopause and beyond. The campaign is a reminder that awareness is the first step towards agency. And that every phase of womanhood deserves to be understood, celebrated, and owned.
Link to Films: https://www.instagram.com/reel/DP8AtZbEndz/?igsh=MTh6c2VtOGE5ajVtbA==
https://www.instagram.com/reel/DP8A5aUEra9/?igsh=d25mZTg5NThqeWph
https://www.instagram.com/reel/DP8DeF2kpRZ/?igsh=bGxxN200eDJxNDVs
Credits:
Creative: Mahima Mathur, Shalmali Sawant, Rhea Kumar, Harshada Shinde, Payel Pramanik
Strategy: Menaka Menon, Sanjana Chetan, Navya Anil
Business: Monideepa Nandi, Kashish Bachani, Sankalp Grover
Production House: Boathouse Media
Director: Taaha Quadri
