The campaign combines a brand film, expert conversations, influential voices and a dedicated care range to bring greater awareness to an often-overlooked stage of women’s health.
Sirona, India’s period care and women’s wellness brand, has launched ‘Unpause Menopause’, a campaign aimed at challenging the stigma and ageism surrounding menopause and encouraging women to speak openly about their experiences.
Built around the message “Cut the noise. Start the conversation,” the initiative highlights symptoms that often go unrecognised or remain undiscussed, including joint aches, dizziness, heart palpitations, ringing ears, dry eyes and changes in body odour. While conversations around periods and reproductive health have gained visibility, menopause continues to be a largely overlooked subject.
The campaign began on October 18, marking World Menopause Day, with influential voices sharing personal experiences. On October 21, Sirona released its brand film alongside a series of expert conversations featuring doctors, specialists and women who have experienced the transition. The content is available on the brand’s digital platforms.
The initiative builds on Sirona’s earlier WTF (What the Flow) campaign, which addressed menstrual health taboos. With ‘Unpause Menopause’, the brand extends its efforts to bring more openness to another significant stage of women’s health.
Alongside awareness, Sirona has introduced a dedicated menopause care range. It includes an at-home Menopause Test Kit that provides results in 10 minutes, a cooling mist for hot flashes and night sweats, a skin-balancing cream, and an intimate cream designed to address dryness and irritation.
Deep Bajaj, Re-founder and CEO, Sirona, said the campaign aims to give menopause the same openness and attention that conversations around periods and intimate hygiene have increasingly received.
Through ‘Unpause Menopause’, Sirona is bringing awareness and practical care together, encouraging women to discuss their experiences without hesitation or embarrassment.
