Carmesi

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REAL WOMEN

REAL PADS

Do you remember India of the 90s?

Waking up to the intro of Doordarshan blaring on the TV screen, swaying to the songs on Chitrahaar, and humming the tunes of ‘Hamara Bajaj’ under your breath? If you do, you must at least be in your 20s.

It was around then that sanitary pad adverts made their debut on Indian television. It took a while, but India finally got comfortable seeing an animated pad flying across their TV screen.

This was 20 years ago.

A lot has changed since then. Your sense of fashion took a turn for the better, uninterrupted internet became a part of your life, and you probably aren’t a Complan Girl/Boy anymore.

But ads for sanitary pads still haven’t dared to show a real woman, holding up a real pad.

The period-care industry is still not openly talking about the one thing that it should be talking about.
Periods .

We want to change this.

Richa, with a pad

Richa isn’t a model. She is not wearing any makeup, her photo is not touched up, and the pad that she is holding is not a dummy.

#RealWomenRealPads

Richa, with a pad

Richa isn’t a model. She is not wearing any makeup, her photo is not touched up, and the pad that she is holding is not a dummy.

#RealWomenRealPads

Unscripted period stories

Every woman has a terrible, horrible, exciting and unique Period story. The girls sharing theirs, and having a hearty laugh.

#RealWomenRealPads

Sanchi’s untamable laughter

Sanchi sat there, poised, the pad in hand, ready for the camera. One look at us, and she couldn’t stop laughing.

#RealWomenRealPads

The girls admiring the pad

Sonia and Sanchi having a candid moment, admiring how soft and thin the pad really is.

#RealWomenRealPads

Real women, real bodies

Sanchi holding a panty liner close to her perfect legs. Legs that have neither been freshly waxed, nor photoshopped.

#RealWomenRealPads

Strong women, stronger resolves

Richa is bold, Sanchi gentle, and Sonia a happy soul. And here, you can see them in their strongest, fiercest element.

#RealWomenRealPads

We are on a mission to normalise Periods.

With products that are natural, safe for the body, and kind to the environment, we at Carmesi aim to bring a new perspective to Menstruation with our campaign.

By showcasing real women, holding real pads, and having real moments of uninhibited joy, we're trying to open a whole new avenue of how period products should be showcased and perceived.

We believe that the new-age women in India are open to have conversations about periods. And so should be the brands, making period products. A pad can do more than just contain Period blood. It can bring a shift in perspectives, and help erase the stigma around menstruation that has plagued the Indian society for ages.

It Matters. Period.

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