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FCB Ulka launches campaign for Carmesi-The Period girl

Social Awareness

India’s first biodegradable sanitary napkin e-commerce brand Carmesi has launched an awareness campaign titled —The Period Girl. It is the portrayal of underprivileged girls on periods using Instagram. The campaign is conceptualized by FCB Ulka.

FCB Ulka’s conceptualised campaign is an innovative sketch of deprived girls on periods, frame by frame.  ‘For women, life shouldn’t stop when periods start’ is the message conveyed through Instagram stories and forms an instant connect with the viewer.

The obsession of Youth Instagram cannot be ignored and top brands use it on a regular basis to promote CSR campaigns. Carmesi works with a number of like-minded NGOs towards a social initiative known as Unified in Red. Restricted knowledge about menstruation and the many taboos associated with it are a major contributor in propagating this regressive mindset. A huge number of women lack access to period products and suffer due to the restricted knowledge on menstruation. Campaign gives an avenue to change people’s mindset about Periods through this initiative.

Workshops on Menstrual health are also organized for girls by them. They not only donate pads to indigent girls but also educate them regarding their physical health, teach them good hygiene practice & encourage open conversations around menstruation.

Presently, Carmesi is serving over 4,000 customers every month and notices a month-on-month growth of about 30 percent. It’s pricing starts at Rs. 349 for a pack of 10.

Established in 1961 FCB Ulka, a full-service advertising & digital agency, is the flagship agency of the FCB India Network. It is one of the largest global advertising company networks. It is amongst the top 5 fully-integrated marketing communications companies in the country, with over 120 Indian and multinational clients and 700 professionals working across six offices in seven cities.


Avantika Tyagi
Avantika Tyagi
Avantika Tyagi is a student at JNU who is actively proposes philanthropically led responsibilities by different businesses. She opines strongly in favor of leading companies working towards discretionary CSR activities, and how they need to categorize their foundational responsibilities apart from social duties.

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