Mumbai, May 27: Niine, one of India's most trusted period care brands, enters its 9th year this Menstrual Hygiene Day, 28 May 2026, marking the occasion as it always has, by listening to women. The brand is launching a digital-first campaign that puts real period experiences at its heart, celebrating the fact that periods are as individual as the women who have them.
The campaign, rolling out as a series of short digital-first films, is rooted in a single, simple truth: no two periods are alike. Different bodies, different lifestyles, different flows and Niine’s commitment to building solutions for every one of them.
A Brand That Has Always Put Women First
Founded in 2018, Niine has not looked at period care as a commodity category, but rather as a conversation that starts and ends with what women actually need. From creating products for varied needs and budgets, to building accessibility beyond metros across Tier 2 and Tier 3 cities, Niine has continuously evolved by understanding women and their needs.
The first film in the campaign brings this to life with a collage of real-life period moments: the first period that comes out of nowhere, the long commute on a packed train, the overnight hours when rest should feel worry-free. Each scenario reflects a product built around a real need: softer pads designed with first-time users in mind, ultra-thin options crafted for women always on the move, and overnight protection engineered for deep, undisturbed sleep.
The second film delves into the details surrounding aspects of period care that women find inconvenient. Resealable packaging, biodegradable disposal bags, features that sound small, but make a real difference during a period cycle. These are not second thoughts for Niine. They are the products of years of attention.
A Campaign Built for the Way Women Actually Communicate
The films are crafted to travel. Done in a youthful, colloquial manner with a socially native sensibility, they are designed for the platforms where women share, comment, and relate to each other’s experiences. Each film is a standalone story and part of a larger content series, one that will continue to grow across the year, celebrating different women, different needs and different solutions.
The first two films release on 28 May, Menstrual Hygiene Day and Niine’s Foundation Day, setting the tone for what the brand describes as an ongoing conversation rather than a one-time campaign.
“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.”
— Mr. Gaurav Bathwal, Co-founder, Niine