Billions of dollars have been spent by the Indian government and UN towards period education to keep girls in school. But even then, 23 million girls in India drop out of school every year.

In India, period knowledge is passed down generations, from great-grandmothers to grandmothers, from mothers to daughters. But while talking to mothers, we made a disturbing discovery- 71% of mothers don’t even know the science behind periods.They consider it a taboo, and don’t talk to their own daughters about it. In fact, they propagate stigma by asking their menstruating daughters to not go to school, not eat or drink with the family, to not bathe, etc.

Mothers are our first teachers, but even they can’t teach what they were never taught.

We realised, to break this cycle of taboo, only educating the daughters was not enough.

We had to educate the entire generation of mothers.

A first for mainstream media in India, the film shows the story of two brave girls who, on a mission to save their friend from dropping out of school, teach the science of periods to a mother.

26 million views of our digital film. +3 million more views than the previous campaign. 30% more than target.

12% engagement rate. 200% more than the category benchmark.

6.7 million packs sold in just over a month of the campaign. 235% more than target.

Achieved +15% rural penetration (May'22-Apr' 23 vs Year Ago). We overachieved our target by 200%.

3X engagement rate.

8.4 million moms & girls impacted.