On World Menopause Day, i-Know, a women’s health brand from Piramal Pharma, launched a campaign called #OwnYourMenopause. The campaign aims to address the often-overlooked topic of menopause and its symptoms, which can be confusing and difficult to articulate. The goal is to help women find the words to describe their experiences, encourage open conversations, and empower them to take control of this natural life transition.
The campaign uses metaphor-led storytelling to translate the indescribable symptoms of menopause, such as brain fog and hot flashes, into relatable and emotional stories. These stories offer a sense of community and remind viewers that they are not alone and that help exists. The campaign also highlights i-Know’s Menopause Testing Kit, a home-based urine test that detects elevated Follicle Stimulating Hormone (FSH) levels, a key indicator of menopause onset.
According to Abhishek Kumar Srivastava, VP Marketing at Piramal Consumer Healthcare, the campaign reflects the company’s commitment to driving education and access, making it easier for women to identify what they’re going through and take timely, informed action. Mahima Mathur, Creative Director at DDB Mudra Group, added that the campaign aims to make it easier for women to talk, understand, and turn a lonely journey into a shared one.
The #OwnYourMenopause campaign is part of i-Know’s mission to empower women through awareness, from fertility to menopause and beyond. The campaign serves as a reminder that knowledge is the first step toward ownership, and that every phase of womanhood deserves to be understood, supported, and celebrated. By launching this campaign, i-Know hopes to normalize the conversation around menopause and provide women with the tools and resources they need to take control of their health.
The campaign is the result of a collaborative effort between i-Know and DDB Mudra Group, with a team of creatives, strategists, and business leaders working together to bring the concept to life. The campaign includes a series of films that showcase real stories of women navigating perimenopause and menopause, and is supported by the i-Know Menopause Testing Kit, which is designed to simplify early detection and empower women with greater awareness and control over their health.