MAM
Carmesi launches its latest campaign ‘The Period Girl’
MUMBAI: Carmesi – India’s first premium biodegradable sanitary napkin launched their awareness campaign, The Period Girl this week. The campaign conceptualised by FCB Ulka is an innovative depiction of underprivileged girls on periods, frame by frame. The beautiful storytelling behind the frames conveys the message that for women, life shouldn’t stop, when periods start! Instagram Stories are massive. Everyone who’s anyone loves them. Top brands use Stories on a regular basis. It is said that on an average an Instagrammer spends 25 to 30 minutes tapping on Stories. What better reason for a brand that was built on Instagram to do their first CSR campaign – using Stories as a medium.
Carmesi works closely with a group of NGOs together they have a social initiative called Unified In Red. They organise workshops on Menstrual Health for underprivileged girls. They donate pads to girls in need, educate them about their bodies, teach them good hygiene practices and encourage open conversations around menstruation. Every pack of Carmesi bought goes into funding these activities.
Speaking on the occasion, Carmesi founder Tanvi Johri says, “This campaign is very close to our hearts because it’s a beautiful depiction of a rather painful reality. To see the period girl in all her childhood innocence, being crippled by something as basic as Periods touches a chord in people. It forms an instant connect with the viewer. And it doesn’t just end there; it gives the viewer an opportunity to help keep her going by directing them to our social initiative – Unified In Red, by educating them about the efforts we have undertaken to make period positivity a reality.”
FCB Ulka national creative director Surjo Dutt says, “It’s a great way to start an Instagram only CSR awareness campaign. First for FCB Ulka and rare for Indian brands.”
Spearheading the campaign, FCB Ulka group creative director Anusheela Saha says, “We felt the Instagram Stories tapping action could be put to a good use. So we created Story frames like stop-motion animation frames. Tapping on could make the period girl keep moving on, so that she doesn’t stop when her periods start. It’s engaging and yet cause centric.”
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
