Why Tata Trusts wants you to say ‘Maheena Aa Gaya’ without shame

New Delhi: In an attempt to challenge long-standing societal perceptions of menstruation in India, Tata Trusts has launched a campaign aimed at shifting how periods are viewed and discussed.

 Despite approximately 355 million people in India experiencing menstruation each month, the subject remains widely taboo, often associated with impurity and deeply entrenched cultural beliefs that link it to fertility and marital readiness. Research indicates that 71% of Indian girls are unaware of menstruation before they encounter it for the first time.

The campaign seeks to change the narrative around menstruation from one of shame and silence to that of a normal, biological process that serves as an indicator of health. It builds on ethnographic research carried out in rural parts of Jharkhand, Uttar Pradesh and Gujarat, where the lived experiences of women were explored, particularly around hygiene restrictions and social norms.

Among the findings were anxieties among mothers, who feared discussing menstruation would signal their daughters' readiness for marriage—concerns echoed by Anganwadi workers. Men, though often limited in menstrual awareness, reportedly showed willingness to support their wives when prompted, such as by purchasing sanitary pads or accompanying them to the doctor.

Rooted in Social and Behaviour Change Communication (SBCC) strategies, the campaign is being rolled out across seven Indian states. It includes cause-driven films and on-ground development efforts intended to facilitate open conversations within communities. A strong digital component aims to extend its reach.

Divyang Waghela, Head – Water, Sanitation and Hygiene (WASH) at Tata Trusts, said:
“The lack of reliable access to water and private spaces – whether to bathe, change, or dispose pads – makes it difficult for girls to manage their periods with safety and dignity. Lack of infrastructure and agency compound this problem. Built on the Trusts’ rich work in menstrual health and hygiene, and considering how deeply entrenched stigmas remain, we strive to tackle barriers around infrastructure, belief systems, and environments perpetuating them. Through this, girls can view periods as a normal part of health, not something to be hidden away.”

The films associated with the campaign present relatable domestic scenarios. In one, a mother reassures her daughter that her first period is a biological milestone, not a cue for marriage. Another features a husband attending to his wife's needs without prompting, while a third shows a mother-in-law encouraging her daughter-in-law to rest and consume iron-rich food during menstruation, framing it simply as a health issue.

At the centre of the campaign is a song titled ‘Maheena Aa Gaya’ (literally “the month has come”, but used here as a colloquial expression for menstruation). It is intended to normalise the experience and its symptoms—such as fatigue and mood changes—as routine indicators of health. The message is presented with a tone of familiarity and ease, aiming to replace fear with understanding.

Deepshikha Surendran, Head of Brand and Marketing Communications at Tata Trusts, noted:
“Through this social behaviour change communication campaign, using on-ground interventions and awareness films, we’re encouraging communities to see periods as a barometer of health and to respond with empathy and not misplaced ideas of sexual maturity. ‘Maheena aa gaya’ is more than just flipping a calendar page – it’s a symbolic call to action, urging families to rethink what a period means, which we hope will nudge a generational, cultural shift in how menstruation is supported.”

The campaign also includes a segment directed at community health workers such as Asha didis, who often serve as the first point of contact between rural communities and the health system. These efforts are part of a broader attempt to mainstream the conversation around menstruation in both public and private spheres.

By situating menstruation within the realm of everyday health, the campaign aspires to normalise and de-stigmatise the experience, creating space for informed, empathetic dialogue within families and communities.

Watch the campaign film: