Mumbai: Period care brand Niine has launched a new digital-first campaign ahead of Menstrual Hygiene Day 2026, placing women’s real-life experiences at the centre of conversations around menstrual health and hygiene.
The campaign, which begins on May 28, marks both Menstrual Hygiene Day and the brand’s ninth year in the period care segment. Through a series of short films, Niine aims to highlight a simple message: no two periods are alike, and neither are the women who experience them.
The film series focuses on everyday situations women face during their menstrual cycles, reflecting different needs, lifestyles and comfort concerns. According to the company, the campaign is designed to move away from generic brand messaging and instead spotlight the realities women deal with during periods.
Founded in 2018, Niine said it has built its products by listening to women across different age groups and regions. The company has also focused on expanding access to period care products beyond metro cities into Tier 2 and Tier 3 markets.
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The first film in the campaign presents a montage of common period-related moments, including a first period arriving unexpectedly, crowded daily commutes and concerns around sleeping comfortably during menstruation. The film connects these experiences to products designed for specific needs, including softer sanitary pads for younger users, ultra-thin pads for women with active lifestyles and overnight protection products intended to offer uninterrupted sleep.
The second film shifts focus to practical aspects of menstrual care that women often find inconvenient. It highlights features such as resealable packaging and biodegradable disposal bags, which the company says were developed based on consumer feedback and long-term observation of women’s daily challenges during their cycles.
Niine said the films have been created in a conversational and youth-oriented style, keeping in mind how women engage with content on digital and social media platforms. Each film will function as an independent story while also contributing to a broader year-long content series focused on different menstrual experiences and needs.
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The first two films will be released on May 28 across Niine’s social media platforms.
Speaking about the campaign, Niine Co-founder Gaurav Bathwal said the company’s approach has always been shaped by listening to women.
“Eight years ago, we set out to create period care shaped by women’s real needs and everyday experiences. Every product we have built, every detail we have refined, has come from listening. This campaign is our way of saying: we heard you, we still hear you, and we are not done yet,” Bathwal said.
Menstrual Hygiene Day is observed globally on May 28 to promote awareness around menstrual health, hygiene and access to period care. For Niine, the occasion also marks the anniversary of the brand’s founding.
The company said its latest campaign aligns with the broader theme of creating a “#periodfriendlyworld” and reflects its continued focus on addressing unmet menstrual care needs through product innovation and awareness-driven storytelling.
The digital film series will continue rolling out throughout the year across the brand’s social media channels.
