The challenge

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Created the “Flow Through the Generations” campaign to reflect the evolving experiences, perspectives, and conversations around periods across generations in India, positioning Mahina as a modern and thoughtful approach to period care for today’s woman.

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The campaign was executed end-to-end through detailed research, family shortlisting, narrative development, interview direction, production planning, and post-production storytelling to ensure every conversation felt authentic, emotional, and culturally grounded.

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From curating real intergenerational perspectives and shaping sensitive conversations to directing the visual language, cinematography, and edit flow, every element was designed to create a deeply human campaign that resonated across age groups while staying true to Mahina’s voice and mission.