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.
Brands
Yes Madam taps Rajpal Yadav’s Chota Don nostalgia to power new digital campaign
Home salon platform ropes in Tanya Mittal as it bets on humour and pop culture to showcase trust and convenience
NOIDA: India’s fast-growing home salon platform Yes Madam is leaning on nostalgia and a dose of comic chaos to pitch its services. The brand has launched a new digital campaign starring Rajpal Yadav and influencer Tanya Mittal, reviving Yadav’s much-loved Chota Don character to underline the reliability of at-home beauty services.
The campaign marks Yes Madam’s first collaboration with Rajpal Yadav and revisits the quirky Chota Don persona made famous in the 2007 film Partner. Produced with Footloose Films, the film blends slapstick humour with a nostalgic callback to spotlight the platform’s promise of dependable, quality services delivered at home.
The storyline plays out like a miniature action comedy. Tanya Mittal finds herself surrounded by goons and calls for help, only for Rajpal Yadav to appear in full Chota Don mode, dispatching the attackers in his trademark comic style as Mittal cheers him on. The drama then flips abruptly to a calmer scene, with Mittal relaxing at home while enjoying a Yes Madam service and insisting the heroic episode really happened, even as posters of Chota Don decorate her house. The film ends with Yadav’s voiceover declaring that the incident may or may not have happened, but the trust and quality of Yes Madam’s services certainly have.
The collaboration also follows a broader show of support for Rajpal Yadav within the industry. In the growing wave of backing for the veteran actor, Mayank Arya, co-founder and chief executive of Yes Madam, publicly supported actor-producer Sonu Sood’s call for concrete help from the film industry and corporate brands. Arya took to the social media platform X urging companies to move beyond expressions of sympathy and instead offer tangible opportunities to the actor amid his ongoing legal and financial challenges.
He wrote, “Seconded @SonuSood. Even brands should come forward to help the great talent. @Rajpalofficial will also be a part of an ad film @_yesmadam! Have already aligned the team on it. #ComeBackStronger.”
Seconded @SonuSood. Even brands should come forward to help the the great talent.@Rajpalofficial will also be a part of an ad film @_yesmadam !
Have already aligned the team on it.#ComeBackStronger https://t.co/Q7qpJttLTs— Mayank Arya (@iammayankarya) February 11, 2026
Rajpal Yadav recently surrendered at Tihar Jail after the Delhi High Court rejected his plea seeking additional time to repay dues in a long-running cheque-bounce case. The actor had been accused in the case in 2018 after he was unable to repay a loan taken for a film project that failed at the box office. The court later ordered him to surrender after the dues remained unpaid.
The situation triggered a wave of support from several high-profile figures. Sonu Sood emerged as one of the most prominent voices, expressing solidarity and promising Yadav a role in his next film. Sood emphasised that industry support should be about dignity and real job opportunities rather than charity. Celebrities including Salman Khan, Ajay Devgn, Gurmeet Choudhary and Guru Randhawa have also publicly extended financial and professional support.
Before surrendering, Rajpal Yadav shared an emotional statement in which he spoke about feeling alone and unsupported, a remark that struck a chord with many in the industry. However, his brother later clarified that the actor would never have intended to suggest that he lacked support from colleagues or well-wishers.
Reflecting on the campaign, Mayank Arya said the film was designed to entertain while strengthening the brand’s message. “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services,” Arya said.
Akanksha Vishnoi, co-founder, said the campaign leans on nostalgia to strike a chord with digital audiences. “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life,” Vishnoi said.
Founded in 2016, Yes Madam offers salon and spa services at home through trained professionals using hygienic, single-use product formats. The platform now operates in more than 55 cities across India, pitching convenience, transparency and quality to a growing base of urban consumers.
The new campaign, rolling out across social media and video platforms, makes its pitch with a wink. The Chota Don rescue might be fiction, but the promise of a salon at your doorstep, the brand suggests, is the real deal.
