On World Menopause Day, Piramal Pharma’s women’s health brand i-Know has unveiled a powerful campaign titled #OwnYourMenopause, in collaboration with DDB Mudra Group. The initiative aims to break the silence surrounding menopause and empower women to better understand, articulate, and embrace this transformative stage of life.
For too long, menopause has been treated as an invisible chapter — one marked by confusion, stigma, and isolation. Through this campaign, i-Know seeks to give women the language, tools, and confidence to express what they feel, recognise their symptoms, and take charge of their health.
Giving Voice To The Unspoken
The #OwnYourMenopause campaign draws from real stories of women experiencing perimenopause and menopause. Through metaphor-driven storytelling, it translates complex symptoms into relatable imagery — from brain fog that makes you forget where you left your salt container to hot flashes that feel like global warming inside your body.
These visual metaphors serve a larger purpose: helping women see that they are not alone, and that their experiences have a name, a reason, and solutions within reach. Each narrative becomes an act of validation, replacing silence with solidarity.
Making Menopause Measurable
At the heart of the initiative is the i-Know Menopause Testing Kit, a simple, home-based urine test that detects elevated levels of Follicle Stimulating Hormone (FSH) — one of the key biological markers of menopause.
With this accessible innovation, i-Know is transforming awareness into action, enabling women to identify early signs of menopause and seek support with greater confidence.
“At Piramal, we’ve always believed that true healthcare goes beyond products; it starts with awareness and empathy,” said Abhishek Kr. Srivastava, VP Marketing at Piramal Consumer Healthcare. “The #OwnYourMenopause campaign reflects our commitment to helping women understand their bodies and take informed action during one of life’s least discussed transitions.”
From Confusion To Conversation
For Mahima Mathur, Creative Director at DDB Mudra Group, the campaign is about reclaiming agency through storytelling: “Most women we spoke to began their menopause journey in confusion, not conversation. These stories — inspired by real testimonials — and the i-Know Menopause Testing Kit are here to make it easier to talk, to understand, and to turn a lonely journey into a shared one.”
With #OwnYourMenopause, i-Know continues its mission to promote awareness, empathy, and empowerment across all stages of womanhood — from fertility to menopause and beyond. The campaign is a reminder that every phase of a woman’s life deserves understanding, respect, and ownership.
