Tata Trusts rewrites narratives about Periods

In a bold departure from long-held societal narratives, Tata Trusts has unveiled a unique campaign to reframe how India understands menstruation. Every month, roughly 355 million people in India menstruate. Yet, the subject remains shrouded in silence and shame and is linked to impurity, drawing societal stigma and burdened by age-old beliefs that link periods to fertility and marriage. 

This campaign flips that narrative, inviting families to recognize menstruation for what it truly is: an indicator of health. 

Divyang Waghela, Head – Water, Sanitation and Hygiene (WASH), Tata Trusts, commented, “The lack of reliable access to water and private spaces – whether to bathe, change, or dispose pads – makes it difficult for girls to manage their periods with safety and dignity. Lack of infrastructure and agency compound this problem. Built on the Trusts’ rich work in menstrual health and hygiene, and considering how deeply entrenched stigmas remain, we strive to tackle barriers around infrastructure, belief systems, and environments perpetuating them. Through this, girls can view periods as a normal part of health, not something to be hidden away.” 

These insights laid the foundation for Tata Trusts’ campaign that presents a disruptive, perspective-shifting goal: for periods to be seen as a marker of health and not just sexual maturity. At the heart of the campaign, running across the series of films as a common thread, is a catchy jingle, ‘Maheena Aa gaya’ (In this case, Maheena – month – refers to Periods, translating to, “I’ve got my periods”). It acts as a cultural bridge, bringing to life everyday scenarios where menstrual symptoms, whether cramps, fatigue, or mood changes, are acknowledged openly by both men and women only as a lakshan (symbol) of health and nothing more. By making these conversations feel comfortable, respectful, and even light-hearted, the campaign aims to de-stigmatize menstruation and create space for empathetic dialogue within families.

Deepshikha Surendran, Head of Brand and Marketing Communications, Tata Trusts, said, "Through this social behaviour change communication campaign, using on-ground interventions and awareness films, we’re encouraging communities to see periods as a barometer of health and to respond with empathy and not misplaced ideas of sexual maturity. “Maheena aa gaya” is more than just flipping a calendar page – it’s a symbolic call to action, urging families to rethink what a period means, which we hope will nudge a generational, cultural shift in how menstruation is supported.”

"We’re not asking people to radically shift their thinking – simply, to understand that a period is just a ‘lakshan’ — a symptom, like hair loss. Capturing this, we created a simple, light film that we shot in people’s aangans and homes, with a powerful, memorable song with a hook rooted in Indian pop culture, offering an important reminder: ‘Maheene ko sirf sehat se jodo’ (link that time of the month – menstruation – to only health),” added Creative Director Keigan Pinto.