GOWRI MANICKAVASAGAM
This Valentine’s Day, Paree launches #PyaarKaPeriod with celebrity couple Prince and Yuvika. The narrative illustrates the role of a man in the relationship in understanding his partner’s needs and being there for her when she experiences her period.
Brand Spokesperson commented, “The popular idea of celebrating Valentine’s Day is to dress up your best and go out on romantic dates. Pop culture has dictated that the benchmark of love is knowing the “important days” like birthday, anniversary, etc. however there is a link missing in this notion. Love is in the everyday things like knowing your partner’s period date and caring for her during the same. beyond these days, lies the everyday reality. As a brand, we believe that knowing and caring for your partner when she’s on her period is equally significant for a love bond”.
Shailja Singh, ECD, Thinkstr says, “The young are the agents of change. This Valentines’ day, we used the potent potion of love and youth for driving a change in the narrative of the period, along with our client, Paree Sanitary Pads (Soothe Healthcare). The fun, ‘Paree Pyaar ka Period’ is an attempt to engage men in the period dialogue and normalize and demystify periods. It encourages men to be supportive and loving to their partner, especially during her period, and paves a whole new way to love and be loved.”
Satbir Singh, Founder & Chief Creative Officer, Thinkstr, “For ages, periods have been considered a taboo around the world. Any talk about the topic has at most been in hushed tones. We need men to step forward and participate in the conversation to bring about behaviour change. A youth icon and top influencer like Prince can play a significant part in changing this narrative as we are seeing with the overwhelming response to this campaign.”
To put across this thought of care in a relationship, Paree collaborated with youth icon couple Prince and Yuvika. Prince is a winner of multiple reality shows such as ‘MTV Roadies, Splitsvilla , Nach Baliye, and Bigg Boss 9.
The lively #PyaarKaPeriod video showcases the beautiful relationship the couple share and how conversations around menstruation need to be mainstream between a couple for a healthy and supportive relationship.
The video has garnered an unprecedented response from the followers who adore the lovestruck couple’s playful interaction.
Paree is a woman-centric brand with the sole purpose of showcasing the many avatars of the modern Indian woman and pedestalling her issues. This video is a step in that direction.
Prince and Yuvika share a beautiful relationship and working with them, Paree is clearly sending a message about how to love these days needs to be more than just chocolates and flowers, it is about caring about your partner’s needs and worries.
This Valentine’s Day, be the change and get to know your woman a little better.
