Whisper made history by giving India its very own ‘Period Song’ and the applause must not stop. They teamed up with singers Shreya Ghoshal and Sunidhi Chauhan, two of the country’s biggest voices, for their jingle, “Period Ka Matlab Healthy Hain Aap.”
Period education is vital, especially in schools, where lack of awareness often leads to negative consequences like absenteeism and dropouts. Many girls face challenges during menstruation due to the lack of knowledge about menstrual hygiene and the societal stigma attached to it.
The jingle is part of Whisper’s fifth edition of ‘Keep Girls in School’ movement. Communicating how period means good health, the spotlight was on the early onset of menstruation among young girls.
One of the two films opens with Ghoshal entering a classroom of young boys and girls and saying, “Good morning kids. Aaj hum periods ke baare mein seekhenge. Ek gane ke sath sikhoge?” As the class cheers up to show agreement, the song begins.
In the video posted by Whisper India’s Instagram handle, which has clocked over 16 million views, Ghoshal highlights how period is a natural process and isn’t a sign of someone being ill, cursed or about to die. Though the lyrics of both songs are similar, Chauhan’s version is more upbeat.
The campaign separates itself from previous ads featuring sanitary pads — done by both Whisper and its competitors in the past; it doesn’t rely on the usual trope of showing jumping women and girls, once they wear those pads.
Towards the end of the clip, the singer sends out a message: “Periods are starting as early as the age of 8. Now period education is more important than ever before. Aur isi baat ko bacho ko easily samjhane ke liye, whisper aur maine yeh period song banaya hai. (And to make this reach the children out there, Whisper and I have created this ‘Period Song.’) Please share it with all the kids, parents and teachers across the country. Together, we can keep girls in school.”
The track, originally composed by Aman Pant, has been translated into multiple languages, including Hindi, Tamil, Bengali, and Marathi.
It is rare to see sanitary pad ads going beyond the template of depicting a girl or a woman feeling sad and low in one frame and being confident or playing sports in another. This one’s much more relatable.
Also read: How ‘pad bank’ set up by Allahabad University students is helping slum residents junk rags
Keeping it simple
Whisper and Leo Burnett’s long-standing partnership keeps hitting the bullseye, and their latest, the ‘Period Song,’ is an absolute winner. This tune speaks directly to eight-year-olds in a language they get, no decoding needed. It’s as straightforward as a straight line and as simple as ABC. You could be clueless about periods, but receive instant enlightenment once you hear the song.
It’s not all serious business. They’ve managed to keep it light and breezy, driving home the point that having periods is as normal as breathing.
After all, trying to have a deep, serious chat about menstruation with a bunch of kids might just send them running for the hills. With this song, though, they’ll be tapping their toes and singing along in no time.
This song is a shining example of making the act of learning complete entertainment, while retaining the lesson.
With this ‘Period Song’, Whisper not only promotes awareness but also normalises conversations about menstruation.
Also read: India’s workplaces need to understand menstruation better. Period
Sensitivity and realism
The song is an extension of their film, which highlights that without proper period awareness, 26 million girls could be at risk of dropping out of school.
The commercial, crafted by Offroad Films, opens in a school restroom where eight-year-old Shraddha is hiding, terrified by the sight of blood on her uniform.
Her friends try to make sense of it, offering explanations like, “You ate fish last night, it must be that”; “You always lie, that’s why God punished you”; “I think you’re sick”; and “Is she going to die?” These responses highlight their innocence and unpreparedness.
When their teacher learns about the situation, she takes it upon herself to educate them about menstruation. When another teacher questions, “thoda jaldi nahi hai? (Isn’t it a bit too early?)”, she confidently replies, “Jab period pehle aa sakte hai, toh hume tayar bhi toh pehle hona padega. (If periods are starting early, then we need to prepare early as well).”
This commercial stands out because it tackles a taboo subject with sensitivity and realism. The film captures the confusion and fear experienced by young girls when they first encounter their periods, effectively portraying their innocence and lack of preparedness.
The depiction of the teacher’s proactive approach is particularly inspiring. When she decides to educate all her students about periods, despite a colleague questioning if it’s too soon, she sends a powerful message: early preparedness is key.
This moment in the ad not only advocates for change but also encourages teachers and parents to take similar steps in real life.
It also empowers young girls to manage their menstrual health confidently.
(Edited by Prashant)