Tata Trusts has launched a powerful new campaign titled “Maheena Aa Gaya”, aiming to challenge long-held stigmas around menstruation and reframe it as a natural indicator of good health rather than a source of shame or impurity. The campaign comes at a time when over 355 million people in India menstruate, yet silence and misinformation still dominate the cultural conversation.
The initiative is rooted in ethnographic research from rural regions in Jharkhand, Uttar Pradesh, and Gujarat. Designed as a social and behaviour change communication (SBCC) effort, the campaign combines emotionally resonant films and on-ground interventions across seven states.
Divyang Waghela, Head of Water, Sanitation and Hygiene (WASH) at Tata Trusts, highlighted the barriers young girls face: “Lack of access to clean water, private spaces, and disposal options creates an unsafe environment for menstrual management. We’re working to dismantle both infrastructure and cultural hurdles so girls can treat menstruation as a normal part of health.”
At the heart of the campaign is a catchy, relatable jingle – “Maheena Aa Gaya” – that uses everyday moments to normalize period symptoms like cramps or fatigue, treating them as simple signs of health. The films depict warm, supportive family interactions: a mother explaining periods to her daughter, a husband helping his wife without prompting, and a mother-in-law caring for her daughter-in-law – all reinforcing that periods are not taboo, but a regular biological function.
Deepshikha Surendran, Head of Brand and Marketing Communications at Tata Trusts, noted, “We’re encouraging families to see periods as a barometer of health, not a marker of sexual maturity. ‘Maheena Aa Gaya’ is more than a slogan – it’s a cultural nudge.”
Creative Director Keigan Pinto added, “We kept the storytelling simple and relatable – shot in real homes, with a hook rooted in Indian pop culture. The message is clear: ‘Maheene ko sirf sehat se jodo’ — link menstruation only to health.”
The campaign also includes targeted films for Asha workers and community health influencers, building a holistic push to shift perceptions at both household and societal levels.
