When two visionary women sit down to talk, it’s not just strategy, it’s storytelling with soul. This refreshing, insightful chat takes us behind the Tata Trusts’ latest campaign, ‘Maheena Aa Gaya’, breaking taboos, shifting mindsets, and reframing narratives with empathy, wit, and wisdom.
Q] What insight led the campaign to shift the focus from fertility to health?
DG: In school, menstruation was always a hush-hush topic. Even now, it’s mostly just biology. On ground, we saw that talking about ‘hygiene’ or ‘products’ wasn’t enough—change wasn’t happening unless the message reached households and society. That’s when we knew we had to go deeper.
SG: This wasn’t just about breaking taboos—it was about elevating the conversation. Field insights from men, women, and ASHA workers shaped modules focused on normalising periods, promoting hygiene, and encouraging health-seeking behaviour across different community cohorts.
Q] Can you take us through the journey—from research to execution?
SG: The research began mid last year across three states, covering diverse villages. A KAP study helped decode how menstruation is perceived, with insights drawn from how men’s and women’s worlds interact—ultimately shaping the campaign’s core idea.
DG: You’re not speaking to just one person—you’re speaking to her mother, mother-in-law, brother, husband, ASHA worker, even the sarpanch. That’s how the ‘husband film’ emerged. Shift the norms, and men are ready to show up.
Q] How did you balance sensitivity and relativity? Were people still considering it as taboo?
SG: That’s where it all began. Everyone knows periods are normal—but no one talks about it. Why? Because it’s linked to fertility and intercourse—topics people avoid, even in cities.
DG: But when we spoke about health, people opened up. Menstruation wasn’t seen as ‘health’. So we thought—why not place it there? Health is already a safe space for conversation.
Q] How was the campaign adapted for rural audiences from a media and communication perspective?
We launched across seven states with media and on-ground tools—posters, toolkits, wall art, and IPC sessions. Films were backed by training to drive mindset change. Consistent engagement is key, and results are expected by October–November.
Q] In the absence of traditional ROI metrics, how do you currently measure its success?
DG: We’ve begun the on-ground rollout post digital launch. By October, we’ll see if people start viewing menstruation as a part of health. The early urban social media response has been encouraging, with the message resonating despite the rural setting.
SG: Beliefs don’t change overnight. It takes time, dialogue, and the right cohorts. What matters is—we’ve begun, and differently. The insight is universal—even cities hide pads and avoid the conversation. The journey is far from over.
Q] How is planning a social impact campaign different when there’s no product to sell?
SG: It’s different yet similar—you still begin with insight, but the goal here is behaviour change, not sales. When that shift happens, even once, it’s fulfilling. Storytelling from the for-profit world helps—emotional connection drives change.
DG: Philanthropy’s evolving—blending for-profit and not-for-profit. Nudge Theory applies across sectors. We’ve worked in both, we know what to borrow, but here it’s about co-creating with communities. Communication now drives real change, not just fundraising.
Q] Did you anticipate a song, film, or rhyme would be key in helping people connect?
SG: It happened organically. Catchy jingles work—locals were singing it during the shoot. I even caught myself humming it the next day. That’s when we knew it was special.
DG: We saw songs work in campaigns like ‘Jal Jeevan Mission’, but this needed sensitivity. With 1001 Stories, we crafted a jingle balancing fun and a strong health message. It took months, but songs remain powerful for rural outreach.
Q] Was there a specific regional or demographic focus, and how did you plan to scale the campaign?
SG: Research was conducted in UP, Gujarat, and Jharkhand; execution covered five states including AP, Telangana, and Assam, focusing on rural and tribal women from SEC D and E. Women were the core audience, with mothers-in-law, mothers, and husbands as key influencers. Insights shaped four cohort films aimed at nudging behaviour change and improving menstruation experiences.
Q] And is there a long-term plan to scale this campaign, nationally?
DG: Tata Trusts partners with governments, offering communication support without claiming ownership. When governments lead, scale follows through schemes, budgets, and community adoption. The focus is on shifting practices, not promoting products. Impact will be measured across seven states—even small changes matter.
Q] How do you plan to ensure continuity and long-term investment for the campaign?
With on-ground activations like gamification and learning modules. The idea is to keep building communication around the same insight. We’ll develop cohort-specific material for mothers, boys, or husbands. The full rollout may take one to two years, but consistent engagement is key.
Q] What advice would you give to other marketers who want to pursue and come to this field where there is more focus on social impact?
DG: Humility, passion, and patience. Even with decades of experience, you need to stay grounded. Context differs for everyone, so don’t carry a chip on your shoulder.
SG: Bring your learnings in, but adapt to the sector. Balance your experience with the sector’s realities.
PROFILE
Deepshikha Goel Surendran
Strategic, intuitive, and impact-driven, Deepshikha has led communications at Tata Trusts, Croma, and Reliance Infocomm (Jio). An alum of LSR, Mumbai University, and Michigan Ross, she blends sharp insight with long-term brand vision.
Shilpi Ghosh
Insight-led and purpose-driven, Shilpi shaped brands like Fisher-Price, Yo Appy, and Kodak. A Sydenham alum with deep development experience, she’s a Bollywood buff, passionate dancer, and believer in storytelling that sparks change.
ABOUT TATA TRUSTS
Since its inception in 1892, Tata Trusts, India’s oldest philanthropic organisation, has pioneered enduring change in communities. Guided by Founder Jamsetji Tata’s vision, it catalyses development in health, nutrition, education, sanitation, social justice, environment, arts, and culture.
FACTS
SBCC Agency: 1001 Stories
PR Agency: Weber Shandwick
Digital Agency: Rep India
Production House: The Filmy Joint
