Mumbai: On the occasion of World Menopause Day, i-Know, the women’s health brand from Piramal Pharma, has launched its latest campaign titled #OwnYourMenopause, conceptualized by DDB Mudra Group.
The campaign seeks to address an often-overlooked truth — that menopause remains largely invisible. Its symptoms are confusing, difficult to articulate, and deeply personal, leaving many women feeling unheard in their journey. #OwnYourMenopause aims to change this by helping women find the words to describe what they experience, encouraging open conversations, and empowering them to take control of this natural life transition.
Through metaphor-led storytelling, the campaign translates the indescribable — from brain fog symbolized by forgetting where the salt container was last placed, to hot flashes likened to “global warming inside one’s body.” These real stories of women navigating perimenopause and menopause offer emotional resonance and community, reminding viewers that they are not alone and that help exists.
As part of the initiative, i-Know highlights its Menopause Testing Kit, a home-based urine test that detects elevated Follicle Stimulating Hormone (FSH) levels — a key indicator of menopause onset. This innovation aims to simplify early detection and empower women with greater awareness and control over their health.
Abhishek Kr. Srivastava, VP Marketing, Piramal Consumer Healthcare, said, “At Piramal, we’ve always believed that true healthcare goes beyond products; it starts with awareness and empathy. With i-Know, our goal is to help women understand their bodies at every stage, including one of the least talked about transitions, menopause. The #OwnYourMenopause campaign reflects our commitment to driving both education and access, making it easier for women to identify what they’re going through and take timely, informed action. It’s a step towards normalising a conversation that has been silent for far too long.”
Mahima Mathur, Creative Director, DDB Mudra Group, added, “Most women we spoke to began their menopause journey in confusion, not conversation. And when you can’t find the words, it can feel like you’re the only one. These stories — inspired by real testimonials — and the i-Know Menopause Testing Kit are here to make it easier to talk, to understand, and to turn a lonely journey into a shared one.”
With #OwnYourMenopause, i-Know reinforces its 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.
Link to Films:
View this post on Instagram
View this post on Instagram
View this post on Instagram
Credits:
Creative: Mahima Mathur, Shalmali Sawant, Rhea Kumar, Harshada Shinde, Payel Pramanik
Strategy: Menaka Menon, Sanjana Chetan, Navya Anil
Business: Monideepa Nandi, Kashish Bachani, Sankalp Grover
Production House: Boathouse Media
Director: Taaha Quadri
