MAM
Hot flashes, cool conversations as i-Know sparks menopause talk
MUMBAI: It’s getting hot in here and this time, it’s not just the weather. On World Menopause Day, i-Know, the women’s health brand from Piramal Pharma, has launched a thought-provoking campaign titled #OwnYourMenopause, conceptualised by DDB Mudra Group, to help women put words and warmth to what they’re feeling.
For far too long, menopause has been the silent chapter in a woman’s story. Its symptoms, confusing, invisible, and often indescribable can leave many feeling isolated. The campaign tackles that silence head-on, giving women a new language to express their experiences and encouraging open dialogue about a life stage too often brushed under the carpet.
At the heart of #OwnYourMenopause are stories drawn from real women navigating perimenopause and menopause. Using clever, metaphor-led storytelling, the films translate the unspoken: brain fog becomes the moment one forgets where the salt container is, while hot flashes are likened to “global warming” inside one’s body. These vivid visuals bring to life the humour, confusion, and humanity of the experience reminding women that they’re not alone, and that what they feel has a name, a reason, and help at hand.
As part of this initiative, i-Know spotlights its Menopause Testing Kit, a simple, home-based urine test that detects elevated Follicle Stimulating Hormone (FSH) levels, a key indicator of menopause onset. It’s a small but powerful step towards helping women take control of their health with confidence and clarity.
“True healthcare goes beyond products; it starts with awareness and empathy,” said Piramal Consumer Healthcare VP marketing Abhishek Kr. Srivastava. “With i-Know, we want to normalise a conversation that has been silent for far too long.”
Adding to that DDB Mudra Group creative director Mahima Mathur shared, “Most women we spoke to began their menopause journey in confusion, not conversation. These stories inspired by real testimonials are meant to make it easier to talk, to understand, and to turn a lonely journey into a shared one.”
The campaign, produced by Boathouse Media and directed by Taaha Quadri, features contributions from creatives Mahima Mathur, Shalmali Sawant, Rhea Kumar, Harshada Shinde, and Payel Pramanik, with strategy led by Menaka Menon, Sanjana Chetan, and Navya Anil.
With #OwnYourMenopause, i-Know continues its mission to empower women with knowledge across every phase of life from fertility to menopause and beyond. Because sometimes, owning your story starts with finding the words to tell it.
Digital
India leads global adoption of ChatGPT Images 2.0 in first week
From anime avatars to fantasy covers, users turn AI visuals into culture
NEW DELHI: India has emerged as the largest user base for ChatGPT Images 2.0, just a week after its launch by OpenAI, underlining the country’s growing influence on global internet trends.
While the tool was introduced as an advanced image-generation upgrade within ChatGPT, Indian users are quickly reshaping its purpose. Instead of sticking to productivity-led use cases, many are embracing it as a creative playground for self-expression, storytelling and online identity.
From anime-style portraits and cinematic headshots to tarot-inspired visuals and fictional newspaper front pages, the model is being used to create highly stylised, shareable content. Features such as accurate text rendering, multilingual prompts and the ability to generate detailed visuals with minimal input have helped drive rapid adoption.
What sets the latest model apart is its ability to “think” through prompts, generating multiple outputs and adapting to context, including real-time web inputs. But the bigger story lies in how users are engaging with it.
In India, trends are already taking shape. Popular formats include dramatic studio-style lighting edits, LinkedIn-ready headshots, manga-inspired avatars, soft pastel “spring” aesthetics, AI-led fashion moodboards, paparazzi-style visuals and fantasy newspaper covers. Users are also restoring old photographs, creating tarot-style imagery and experimenting with futuristic design concepts.
Local flavour is adding another layer. Prompts such as cinematic portrait collages and Y2K-inspired romantic edits are gaining traction, blending global aesthetics with distinctly Indian internet culture.
The surge reflects a broader shift in how AI tools are being used in the country, moving beyond utility to creativity. As younger users, creators and social media enthusiasts experiment with new visual formats, AI-generated imagery is increasingly becoming part of everyday digital expression.
If early trends hold, ChatGPT Images 2.0 may not just be a tech upgrade but a cultural moment, giving millions a new visual language to play with online.
