Crownit and 'Phullu' team up to raise awareness on menstruation

Crownit has recently collaborated with forthcoming Bollywood flick Phullu as its official digital media partner. As part of the association, the company recently conducted two successful campaigns around menstruation, #ItsNotATaboo & #LendAPad to raise awareness and sensitize people about sanitary napkins and the taboos surrounding menstruation in India.

Giving full support to the cause of creating awareness about Menstruation, Crownit recently conducted a week long #ItsNotATaboo campaign wherein photo entries were invited from users holding placards about hashtag #ItsNotATaboo via the Crownit app as well as its Facebook page. Meanwhile, on Twitter, users were asked to answer questions usually considered a taboo in the form of a contest. 1000s of photographic entries were received with huge participation on the app and other social media platforms.

Crownit’s study observed that a majority of the female population, 55.60% between the age group 18-32 years feel burdened for things like buying a pad, having to cover it in a black polythene or getting stained.

However, it was encouraging to observe that men across varied age groups were comfortable talking about menstruation openly. 79% Men in the age group 18-32 were comfortable discussing about menstruation.

LendAPad was yet another innovative campaign launched by Crownit on International Menstrual Hygiene Day. Under this drive, users were asked to donate sanitary napkins to the underprivileged women who are unable to afford them and have to resort to using rags or pieces of cloth during menstruation. As an average pad costs INR30, Crownit users could donate a minimum of INR 30 or 30 crowns. A whopping amount of2 lakh was collected during the course of the campaign.

Not only that, Crownit and the star cast of the movie Phullu, Sharib Hashmi & Jyotii Singh along with MLA Rajesh Gupta distributed around 9000 packets of sanitary napkins in the Wazirpur JJ Colony.

Commenting on the association, Sameer Grover, Founder & CEO, Crownit, said, “We are thoroughly excited about this association and are delighted to be able to do our bit about an issue that plagues one half of the country’s population. Through both the campaigns, Crownit is making some serious efforts to make this country a better and hygienic place for underprivileged women. Phullu is a masterstroke of an artistic endeavour and we are pleased to extend our support and reach to the message it is trying to spread.”