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By Taruka Srivastav, Reporter

September 24, 2018 | 3 min read

Niine Sanitary Napkins is urging parents to break the taboo of talking to their daughters about periods to commemorate Daughter's Day.

The campaign, titled 'The Talk', features the awkward struggle of a father when he wishes to speak about periods with his daughter. The campaign also aims to tackle superstitions associated with periods like “Don’t visit religious places of worship if you are on your periods as it is disrespectful to God. Don’t touch the pickle if you are menstruating as then it will spoil the pickle. You are ‘dirty’ right now, you cannot enter the kitchen."

The taboo around periods in India is a big issue and is a topic that brands have already tried to tackle. Most famously was the 'touch the pickle' campaign by another sanitary napkin brand 'Whisper's', which won the first Glass Lion at Cannes Lions. Cindy Gallop then said that the jury had been laser focused on work that “challenges shallow gender stereotypes and that can effect real cultural change.”

According to a statement by Niine Sanitary Napkins, out of 355 million girls and women in India approximately only 18% of them currently use sanitary napkins with approximately 82% of women often reverting to unhygienic and unsafe alternatives such as old cloths, rags, hay and even ash.

Amar Tulsiyan, founder of Niine Sanitary Napkins, said: “Parents rarely discuss period hygiene with their daughters because 70% of them believe it to be a dirty subject. It is still considered taboo and shameful to talk about periods but we feel the more we talk about it, the better it will be. It is a natural phenomenon and we need to help all girls get their basic right to bleed hygienically. With this video we hope that parents will be encouraged to start a dialogue around menstruation and talk about periods with their daughters.”

Ankita Gupta, creative director, said: “Our culture has an odd attitude towards menstruation; often, just the mention of a girl’s monthly cycle stops a man in his tracks. With this film we wanted to address the awkward struggle of a father when he wants to have ‘The Talk’ with his girl as she turns into a woman.

"It’s time for all parents, especially fathers, to take a more active role in educating and creating a comfortable environment for their daughters so that they don’t feel like menstruation is a shameful secret, but something they can talk about as its the course of nature that is totally normal and natural.”

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