Executed by White Rivers Media, the campaign celebrates women’s bodies and
encourages them to choose their own activ(ity) during their periods with i-activ
This year, White Rivers Media and i-activ from the house of Piramal Consumer Products Division hit all the right notes with their new campaign, ‘Choose Your Own Activ’ that motivates women to listen to their bodies. It empowers them to choose what is right for them during those tough days of the month, during their menstrual cycle. Whether a woman wants to swim, dance, or just do nothing, that’s her choice; that’s her activ. In its hard-hitting messaging, the campaign urges women to take the reins of their lives by making informed decisions and not letting societal taboos stop them. Unlike conventional sanitary product commercials that push women to “conquer the world” during those days, i-activ speaks of choosing their own activity, whether it is going out or resting the day, celebrating different bodies with different needs.
The core thought, with the clear execution, leads to one strong communication: i-activ menstrual cup, with its leak-free, silicon-comfort, and other features, gives women the freedom to indulge in any activity they want when on periods. Thus, helping women choose their activ(ity). The campaign’s launch witnessed a creative, poetic rendition by Priya Malik, a sustainable activist and influencer who motivated other women to come forward and take part in the campaign by simply sharing their “activ.”
Mitesh Kothari, Co-founder and Chief Creative Officer of White Rivers Media, said, “Through its message of inclusivity and individuality, Piramal’s i-activ, a modern, present-day brand in women’s menstrual hygiene, is leading the charge in promoting a new, more empowering narrative around women’s intimate health and well-being.”
The campaign strongly footed the brand’s roots, spread awareness, and empowered women worldwide by communicating the benefits of i-activ, the go-to menstrual cup that gives women the freedom to do or not to do!
About Piramal i-activ:
i-activ is one of the brands under the intimate health and wellness category at Piramal Pharma India’s Consumer Products Division. The range comprises of brands like – i-pill & i-pill daily (Emergency & Daily contraceptive pills) i-know (Self detection testing kits for Ovulation, Pregnancy & Menopause) i-activ (Menstrual Cup & Period Panty) i-feel (Gentle Intimate Wash) The range caters to all women starting from menarche to menopause.
About White Rivers Media :
White Rivers Media is one of the largest, independent and integrated digital advertising agencies, working with some of the country’s best entertainment, FinTech, FMCG, D2C, Web3 brands and more. In 10 years, the agency has grown to a team of over 350 creative professionals that operates from two offices in Mumbai – Ghatkopar (WRM HQ) and Goregaon (WRM Delta) and one in Delhi. The agency has won more than 400 national and international accolades for their campaigns for Dream11, Sony TV’s Shark Tank India, and Hershey’s India, among others. The agency is also acknowledged for its ‘Better