Mumbai/Pune, May 09, 2025: Emcure Pharmaceuticals Ltd., a leading pharmaceutical company that champions women’s health, is celebrating Mother’s Day with a meaningful twist. Through its holistic women’s wellness brand Arth, Emcure is joining the 2025 revival of the Ice Bucket Challenge—but this time, with a powerful twist focused on menopause.
Back in 2014, the Ice Bucket Challenge captivated the world’s attention to raise awareness for ALS. Now, more than a decade later, the challenge is back in virality. But Emcure’s Arth has different designs for the challenge. Arth joins the trend with a fresh purpose—to start conversations around a phase of life that all women go through, but few openly talk about: menopause.
The campaign video on social media features young adults with buckets of ice. Each of them take a deep breath and dump the ice water over their head—laughing, gasping, reacting with playful shock. As reactions unfold, a powerful message appears on the screen. The text reads, “The Ice Bucket Challenge may have ended…. but the heat didn’t stop for our moms.” – a thought provoking line that draws attention to the often-overlooked symptoms of menopause.
The period between perimenopause and menopause marks a significant and challenging time for women—physically, emotionally, and mentally. Emcure’s awareness initiative serves as a reminder that while our mothers may be silently enduring hot flashes, night sweats, mood swings, and more, the world around them remains largely unaware—or embarrassed to discuss it.
Speaking on the campaign, Namita Thapar, Whole-time Director, Emcure Pharmaceuticals Ltd., said, “As a woman and a mother who has experienced the ups and downs of menopause, I truly believe this is an important issue to address, especially on Mother’s Day. Emcure has always been committed to raising awareness about women’s health, and this campaign by Arth allows us to demonstrate exactly what we stand for. We hope it makes a meaningful impact.”
With this bold new narrative, Emcure aims to empower women, educate families, and normalize a conversation that’s long overdue. This Mother’s Day, the brand urges everyone to recognize that true celebration lies not just in gifts and wishes, but in empathy, awareness, and meaningful dialogue.
Arth’s women’s wellness range places special focus on perimenopause and menopause relief with its supplements: Arth Perimenopause Multi-Symptom Support, Arth Brain Fog Aid, Arth Intimate Cream, Arth Bone Health Support, Arth Sleep Support Gummies, and Arth Fatigue Support—all designed to help women navigate this journey.