Thought in a Dot Creates Mother’s Day Campaign for Sanitary Brand Cozycare
Conceptualized by Thought In A Dot, the film is an attempt to challenge and uproot age-old stereotypes and taboos concerning a woman’s menstrual cycle.
Thought In A Dot, a Mumbai-based social media and digital agency has launched a powerful mother’s day media campaign for its client Cozycare, a sanitary napkin brand. The digital film, titled #MomsForChange extends the thought of mothers as change makers to bring a positive change in people’s mindset against periods. The film cherishes and celebrates menstruating women and how society needs more conversations around this natural phenomenon.
The film opens with a conversational setup, with one of the women saying ‘Today, I am going to talk about “that” time of the month.’ Conceptualized by Thought In A Dot, the film is an attempt to challenge and uproot age-old stereotypes and taboos concerning a woman’s menstrual cycle.
“As a brand, CozyCare has always strived to inspire women, young and old to be proud of themselves and live guilt-free. I come from a well-educated family and still periods was a forbidden word in my family. So, we decided to conduct a survey to get to the root of the matter, said Nihar Sanghai, Managing Director Benchmarke Industries Pvt Limited.
Commenting on the film, Riddhi Sharma, Founder & CEO, Thought In A Dot said, “At a time when everyone in the advertising space is talking about the sacrifices mothers make to bring up their child, we wanted to put out a stereotype-breaking message which talks about myths and taboos surrounding periods and how moms could be the harbinger of change here. Because, when Moms change, a generation embraces change. This film is just another extension of our endeavours to change the narrative for periods and womanhood in general.”
“The polls confirmed our understanding about menstruation at the present moment, which is that while we have covered a lot of ground on topics like information dissemination and breaking taboos related to menstruation, there is a lot that still needs to be done. For example, our polls found that nearly 78 percent mothers surveyed consider stains as mortifying. On the other hand, nearly 61 percent mothers had never spoken to their husbands or sons about periods,” he further added.