Social media campaign urges India to view menstruation as a sign of health

Time of India

28-05-2025

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Pune: On World Menstrual Hygiene Day (May 28), a new social media campaign is challenging India's entrenched narrative around menstruation. Launched by Tata Trusts, the initiative asks a provocative question: "What if we delink menstruation from fertility, and instead see it simply as a symbol of health?"
The campaign spotlights four influential figures in a woman's menstrual journey, including mothers, mothers-in-law, ASHA workers, and men.
Through a series of short films and a catchy jingle, 'Maheena Aa Gaya', the campaign aims to normalise conversations about periods and dismantle long-standing taboos.
Medical experts support this reframing.
Dr Sunita Tandulwadkar, president of the Federation of Obstetric and Gynaecological Societies of India and head of obstetrics and gynaecology at Ruby Hall Clinic, Pune, stated, "The regulation of periods goes much beyond highlighting the fertility of a woman.
It represents her health condition. Monitoring periods is even more important in today's world where lifestyles have changed. Long working hours, high stress, irregular sleep, fast food, and rising obesity all play a role, not just in fertility but also overall health.
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Dr Manisha Kulkarni, senior consultant in the obstetrics and gynaecology department at Sahyadri Hospitals, Hadapsar, said, "Many women experience heavy or painful periods, which can lead to anaemia due to blood loss.
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Some also face premenstrual syndrome (PMS), a real condition marked by mood swings, sadness, or irritability before periods. In cases of severe pain or heavy bleeding, conditions like endometriosis — where tissue similar to the uterus lining grows outside it — may be diagnosed.
These issues can lead to fatigue, weight gain, or even hypothyroidism. However, irregular periods don't always mean infertility. With minimal treatment, many women with irregular cycles can still conceive.
Common myths persist such as painful periods are not normal and should be checked; you can and should bathe and exercise during periods; periods don't need to last a full week to be 'cleaning' the body; and healthy cycles can vary. PMS is real—many women experience emotional and physical changes days before their period."
Kulkarni emphasises getting medical help early is key.
The campaign also highlights several issues that women continue to face as the topic is not often talked about freely in Indian households.
"The lack of reliable access to water and private spaces, whether to bathe, change, or dispose of pads, makes it difficult for girls to manage their periods with safety and dignity," said Divyang Waghela, head of Water, Sanitation and Hygiene (WASH) at Tata Trusts.
"Lack of infrastructure and agency compound this problem. 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," Waghela said.
Creative director Keigan Pinto emphasised the campaign's relatable approach.
"We're not asking people to radically shift their thinking. We simply want them 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 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 only to health)."