Sirona Launches Raksha Bandhan Campaign to Bridge the Safety Divide Between Men and Women

New Delhi, [India],  August 12th, 2024: Sirona, India’s leading feminine hygiene brand (part of the Good Glamm Group), has launched a powerful new Raksha Bandhan campaign featuring the Impower Self Defence Pepper Spray. Shining a spotlight on the stark safety divide between men and women, Sirona’s latest Rakhi campaign highlights this disparity. It encourages everyone to take active steps in protecting their loved ones by empowering them with the Impower Self-Defence Pepper Spray.

While men often feel relaxed and secure in daily situations like walking at night or taking a cab, women navigate a world where vigilance is an unavoidable reality. The campaign video highlights just that and has already garnered over 1 million views, resonating with audiences across the nation, and reflecting on Sirona’s ongoing commitment to addressing the unique challenges women face and providing practical solutions to enhance their safety.

“It is unfortunate that we live in a world where women have to constantly watch their backs,” said Anika Wadhera, Head of Marketing at Sirona. “While we hope the world becomes a safer place for them, we must ensure that they can take their safety into their own hands. Our goal at Sirona is to empower women so that they feel confident and secure in their daily lives when they step out to achieve their dreams. Through the key messaging of the campaign, we want to reach out to men, highlight the safety divide, and encourage them to do their bit to ‘impower’ the women in their lives.”

Impower Pepper Spray is a non-lethal self-defence tool designed to bridge this safety gap. It provides women with a device that can be used in unfortunate circumstances where they may need to protect themselves. The spray causes a severe burning sensation in the eyes, excessive tearing, breathing difficulty, extreme coughing, and a runny nose for about 45 minutes, giving women enough time to escape from danger.

This Raksha Bandhan, Sirona invites everyone to step beyond traditional gifts and focus on meaningful gestures that ensure the safety and well-being of their loved ones. By gifting the Impower Pepper Spray, you not only express your love but also take a proactive step towards their protection.

About Sirona

Sirona, an award-winning brand, is breaking taboos in the feminine hygiene industry by introducing unique products that address unsolved period, intimate, and toilet hygiene issues that women confront from puberty to menopause. Sirona has sold over 20 lakh menstrual cups and over 50 lakh PeeBuddy urination devices. Sirona also offers some ‘India’s first’ innovative products like Period Pain Relief Patch for period pain, PeeBuddy Urination Funnel to assist women to stand and pee in dirty toilets, Oxo-biodegradable Disposal Bags for hygienic disposal of sanitary waste, Rash-free Black Pads, Menstrual Cup Steriliser kits, among other unique products. Sirona products are Toxic-Free, Allergy-Fee, Cruelty-Free, Vegan, and are Made Safe Australia Certified. 

Sirona also offers India’s first Period Tracker on WhatsApp. The easy-to-use tool helps menstruators across demographics and geographies to keep a tab on their periods just by sending a “Hi” to the Sirona WhatsApp Business Account at +919718866644. The Period tracker can be used to track three goals – track periods, conceive, and avoid pregnancy.  In December 2021, Sirona joined beauty and personal care conglomerate the Good Glamm Group on an aligned vision of scaling the brand using the group’s content-creator-community-commerce moat. In 2022, Sirona also acquired the self-defence brand Impower by Sirona which offers products such as Pepper Spray and Emergency Alarm that come in handy in case you feel a threat to your safety. Earlier in 2023, Sirona also acquired Bleu, India’s First 100% vegan condom brand made from sustainably sourced latex and free from harsh chemicals such as parabens, glycerine, benzocaine, and nitrosamines making them safe to use by both partners. 

Website: https://www.thesirona.com/ 

Linkedin: https://www.linkedin.com/company/sironahygiene/ 

Instagram: https://instagram.com/sironahygiene 

About The Good Glamm Group

The Good Glamm Group is a leading Beauty & Personal care conglomerate owning a portfolio of market-leading DTC beauty and personal care brands that are powered by a proprietary digital ecosystem of content, influencer, and interest-based community networks, that are deeply integrated through data and technology.

Our Beauty & Personal Care brands represent inclusive beauty, responsible care, and a commitment to enhancing the diverse potential of the communities we serve. Our brands include:

1. MyGlamm: The world’s largest DTC makeup brand for the South Asian skin tone
2. The Moms Co: A trusted mom and baby personal care brand that also champions mom micro-entrepreneurs through its Mompreneur Program, one of the world’s largest platforms for mom micro-entrepreneurs
3. Sirona: A personal hygiene and sexual wellness brand committed to ending period poverty in India through its Foundation.
4. Organic Harvest: A certified and celebrated beauty and personal care brand dedicated to bringing organic farm-to-face products to its consumers
5. St Botanica: A skin and haircare brand that sources the finest global ingredients to deliver effective care experiences to its consumers
6. WYN Beauty by Serena Williams: Clean, high-performing, skin-loving makeup designed for life, not just a photo finish

Driving commerce for our brands are our content platforms comprising POPxo, ScoopWhoop, MissMalini, and BabyChakra, which are among South Asia’s largest digital media companies. These platforms reach more than half of India’s online users with 150 million monthly active users and over 3 billion engagements every month. Additionally, the Group also has created the Good Creator Co. app, which is one of the world’s largest influencer platforms, tracking 1.5 million influencers and creators, offering them a one-stop platform to earn, learn, and grow. 

Founded in September 2021 by Darpan Sanghvi, Priyanka Gill and Naiyya Saggi, the Good Glamm Group is South Asia’s first DTC beauty brand unicorn. It is backed by marquee investors such as Warburg Pincus, Prosus Ventures (Naspers), L’Occitane, Bessemer Venture Partners, Accel, and Amazon. Originating in South Asia, the operations for the Good Glamm Group now span across the United States, South Asia, and the Middle East.

For more information, visit www.goodglamm.com.