FCB Ulka executes the ‘The Period Girl’ campaign for Carmesi

07 Feb,2020

By A Correspondent


Carmesi, the biodegradable sanitary napkin, has launched its awareness drive titled ‘The Period Girl’. The campaign, conceptualised by FCB Ulka, is a depiction of underprivileged girls on periods.


Said Tanvi Johri, Carmesi’s founder: “This campaign is very close to our hearts because it’s a beautiful depiction of a rather painful reality. To see the Period Girl in all her childhood innocence, being crippled by something as basic as Periods touches a chord in people. It forms an instant connect with the viewer. And it doesn’t just end there; it gives the viewer an opportunity to help keep her going by directing them to our social initiative – Unified In Red, by educating them about the efforts we have undertaken to make period positivity a reality.”


Added Surjo Dutt, National Creative Director, FCB Ulka: “It’s a great way to start an Instagram-only CSR awareness campaign. First for FCB Ulka and rare for Indian brands.”


Is Instagram the best medium to reach underprivileged girls? Well, the success of the campaign will indicate how well the platform works.


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