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Zee Cinema Promotes Menstrual Hygiene with Padman Premiere


Client Profile

Leading entertainment channel.

Concept & Execution

In association with Zee Cinema, Socio Mind took up a noble initiative of sensitizing women’s menstrual hygiene in the outskirts of Mumbai- Panvel and Palghar, where this issue is still untapped.

But, we, at Socio Mind came forward and tried to make a difference in the mindset of the rustic people. For this, gazebos were set up at the bus stops for 2 days, where a team of women educated the masses on the issue. To demonstrate the same, around 200 low-cost sanitary pads were also distributed free to the needy women.

We also played the trailer of Padman on the bus stands through our unique media property, the Audiowala Bus Stand.

Social Outcome

  • Around 200 women started using sanitary pads
  • More than 500 people understood the importance of menstrual hygiene

Marketing Outcome

  • Promoted the premiere of ‘Padman’ movie on Zee Cinema
  • 1 lakh passengers heard the promo on the Audiowala Bus Stand
  • Out of which, 77000 people saw the premiere on Zee Cinema

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