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Here's what Vivel is doing for menstrual hygiene with its 'Ab Samjhauta Nahin' campaign
The Economic Times - 03 Feb 2018

Culture Machine's digital channel 'Blush' along with ITC's  Vivel collaborated with the cast of Pad Man to create a video titled  '#AbSamjhautaNahin - The Shopping List'

Women in resource poor settings in  India put their health at immense risk during menstruation. From using mud  & ash to dirty clothes, menstrual hygiene takes a backseat due to financial  constraints and inaccessibility to clean products.

Culture  Machine's digital channel 'Blush' along with ITC's Vivel collaborated with the  cast of Pad Man to create a video titled '#AbSamjhautaNahin - The Shopping  List'. An eye opening, spoken word piece, listing alternatives to sanitary pads  that women in most parts of the country resort to during periods. What may seem  like an innocuous list of household items on a shopping list for some, is  unfortunately a de facto substitute to hygienic sanitary napkins for a majority  of women in India. Right from old & dirty rags to unsafe objects like ash,  coconut husk and hay, Sonam Kapoor & Akshay Kumar bring attention to the  grave situation of menstrual hygiene in the country. The video concludes with  the lead actors requesting viewers to donate a minimum of Rs. 400 to The  Vatsalya Foundation in order to facilitate a year-round availability of  sanitary pads to women in various parts of the country.

Rooted in  its core brand philosophy Ab Samjhauta Nahin, Vivel, continues to empower and  educate women to challenge stereotypes and help enable self-action. It firmly  believes that no one should have to compromise on their dignity or be  discriminated against. Vivel actively stands in support of equality and  believes that for a more equal life, awareness and education is the first step  to empowerment. This is reflected in the recent launch of  www.absamjhautanahin.com, a website designed for a simplified understanding of  laws and rights that women should be aware of. Vivel Ab Samjhauta Nahin is  working relentlessly towards women empowerment with its continued support to  organisations like Apne Aap Women Worldwide fighting to end sex trafficking of  women and girls and Azad Foundation to help empower women feminist leaders at  the grassroots level.

Culture  Machine's digital channel 'Blush' that stirred a debate with the release of a  video around First Day of Period in the past says, "Blush Originals is reviving  the conversation on menstruation. But this time, the purpose is much larger,  and the canvas, bigger. We'd like to take the conversation beyond metros and  air-conditioned offices. Vivel with its brand philosophy of Ab Samjhauta Nahin  enables purpose and a deep rooted conviction to make changes at the grassroots  level. This collaboration brings together some of the most influential voices  to take the conversation about menstrual hygiene, methods of managing  menstruation, cost of sanitary pads, ease of availability, taboos and habits,  lifestyle choices and overall well-being to the masses. Conversations that lead  to awareness, awareness that leads to knowing one's rights, knowing that leads  to action - and there's only one action, that needs to be achieved: a perfect  menstrual health card for this country."

Swathi  Mukherjee, director, The Vatsalya Foundation, comments, "Inaccessibility to  sanitary pads is one of the primary reasons for young girls and women to drop  out of schools and work, respectively. The Vatsalya Foundation is focused on  needs of our young women. It encourages a performance based livelihood with a  dual purpose of enabling access and empowering women through financial  independence. We are glad that menstrual hygiene is now set to become  mainstream with a feature film focused on the issue and brands like Vivel  supporting the initiative. With the funds raised through this video, we will be  purchasing and distributing Sakhi Pads to underprivileged women."

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