To mark World Menopause Day, i-Know, the women’s health brand from Piramal Pharma, in collaboration with DDB Mudra Group, has launched a new campaign titled #OwnYourMenopause, aimed at initiating conversations around an often overlooked phase in women’s lives.
According to the brand, the campaign seeks to highlight the emotional and physical complexities of menopause, which many women find difficult to express or even identify. Through metaphor-driven storytelling, the initiative presents experiences such as ‘brain fog’ or ‘hot flashes’ in visual ways that make them relatable and easier to articulate.
The campaign draws from real-life accounts of women navigating perimenopause and menopause, using them to illustrate the confusion, silence, and eventual acceptance many face. As stated by the company, the goal is to make menopause visible to give women the language to talk about their symptoms and seek the right support.
As part of the larger initiative, i-Know has also spotlighted its Menopause Testing Kit, described by the brand as a simple home-based urine test that detects elevated levels of Follicle Stimulating Hormone (FSH), an indicator of menopause onset. The company positions this product as a tool to help women better understand their bodies and take informed decisions about their health.
“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,” said Abhishek Kr. Srivastava, VP Marketing, Piramal Consumer Healthcare.
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.”
The campaign, as described by the company, is part of its continued effort to build awareness around different stages of women’s health — from fertility to menopause. While #OwnYourMenopause is positioned as an awareness initiative, it also points to a larger societal shift toward normalizing open discussions on menopause, an issue long treated with silence and stigma.
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