The initiative, conceptualised by DDB Mudra Group, aims to help women articulate their experiences and take control of this natural transition.

On the occasion of World Menopause Day, i-Know, the women’s health brand from Piramal Pharma, has unveiled its latest campaign, #OwnYourMenopause, conceptualised by DDB Mudra Group.

The campaign shines a light on an often-silent reality – the invisibility of menopause. With symptoms that are complex, hard to express, and deeply personal, many women navigate this stage feeling isolated and misunderstood. #OwnYourMenopause seeks to change that narrative by helping women find the words to describe what they experience, fostering open dialogue, and encouraging self-awareness.

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Using metaphor-driven storytelling, the campaign translates the unspoken – from “brain fog” represented by misplacing everyday items to hot flashes described as “global warming inside the body.” Drawing from real stories of women in perimenopause and menopause, it creates a shared emotional space that reassures women they are not alone.

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A key part of the initiative is i-Know’s Menopause Testing Kit, a simple at-home urine test that detects elevated Follicle Stimulating Hormone (FSH) levels – an indicator of menopause onset. The innovation promotes early detection and empowers women to understand their bodies better.

Abhishek Kr. Srivastava, VP – Marketing, Piramal Consumer Healthcare, said, “True healthcare begins with awareness and empathy. #OwnYourMenopause is our step toward normalising a conversation long left unspoken and helping women make informed, confident decisions.”

Mahima Mathur, Creative Director, DDB Mudra Group, added, “Most women begin their menopause journey in silence, not conversation. This campaign and the i-Know kit aim to make that journey shared, understood, and supported.”

Through #OwnYourMenopause, i-Know continues its mission of empowering women with awareness and access – from fertility to menopause and beyond – reinforcing that every phase of womanhood deserves recognition and care.