Using riddles or in Hindi 'Paheli', the idea spoke to young girls about menstrual hygiene. Because of the social taboo, riddles seemed to be the best way to talk about such a sensitive topic.

Using riddles or in Hindi 'Paheli', the idea went deep into the heart of rural India. The scale was all of Eastern Uttar Pradesh, in Northern India.

An integrated campaign, it comprised of many mediums including print, outdoor, digital, on-ground activation, school programs, direct marketing, etc.

More than 60% of the girls in rural India understood the importance menstrual hygiene management through this campaign.