Marking Menstrual Hygiene Day, feminine hygiene brand Sirona partnered with AWAAZ – The Nukkad Natak Group to stage a street play at Sarojini Nagar Market aimed at encouraging open conversations around menstruation and menstrual hygiene.
Built around the message that ‘Periods are normal, but no two periods are the same,’ the Nukkad Natak used humour, satire, music, and everyday scenarios to address social stigma and misinformation surrounding menstruation in India. The performance highlighted how periods are often discussed in hushed tones within households and how menstrual products are still discreetly wrapped or hidden during purchase.
The play recreated common situations experienced by women and young girls, including restrictions around entering kitchens or temples during menstruation, managing leaks and discomfort in silence, and dealing with embarrassment due to a lack of open discussion and awareness. Through relatable storytelling, the act focused on the emotional and practical challenges linked to menstrual health and body literacy.
Performed in the middle of the crowded market area, the street theatre format encouraged spontaneous audience participation and public engagement. The campaign also aimed to spotlight the role of misinformation and silence in shaping attitudes towards periods, while promoting more informed conversations around menstrual comfort, hygiene practices, and period care choices.
Speaking about the initiative, Deep Bajaj, Co-founder & CEO, Sirona Hygiene, said: “Over the years, at Sirona, we’ve made it our mission to spread awareness and break taboos around menstrual hygiene through honest, everyday conversations. This Menstrual Hygiene Day, we wanted to take that conversation out of closed rooms and into the streets through Nukkad Natak , a format that connects with people in a real and relatable way.”
He further added, “Collaborating with AWAAZ made this initiative especially meaningful because of the powerful work they’ve been doing through street theatre to spark social awareness and public dialogue.”
