New Delhi: Paree, a homegrown sanitary pad brand has invariably been ahead of the curve when it comes to feminine hygiene. Over the years, Paree has been progressive in its outlook and the recent association with Zing TV’s No.1 fiction show Pyaar Tune Kya Kiya as their title sponsors is yet another step in advocating an open dialogue about periods and talking about the real issues faced by women such as heavy flow, mood swings etc. The integration with the series is an attempt to reach out to youth who are the changemakers and trendsetters of today and never shy away from following their heart.
Paree has constantly been a driving force for initiating dialogues on menstruation and related issues. By encouraging conversation around topics such as Heavy Flow and PMS through various campaigns and initiatives, Paree has become instrumental in empowering women to be at the forefront. Pyaar Tune Kya Kiya is an entertainment show which clearly depicts the problems faced by the youth and how the right understanding & support from their family and peers is important. This association is a true exemplification of the synergy between the two brands and the belief and vision carried out by them.
The series beautifully captures the true sentiments of the protagonists having a candid conversation on periods and understanding the physical and mental discomfort of heavy flow, cramps and PMS she endures. Whether it is an interaction between two girl-friends where one advises the other to use Paree Sanitary Pads for her heavy flow or between a girl and boy where the boy buys Paree Sanitary Pads for the girl and becomes an active part of the period conversation, the whole environment depicts the progressive outlook and approach towards the periods.
Welcoming Paree on the show, Ashish Sehgal, Chief Growth officer, ZEEL said, “We are delighted to associate with Paree for this season of Zing’s flagship property – Pyaar Tune Kya Kiya – a show which has received immense love from the youth over the last 6 years & 10 seasons. This association attempts at raising awareness levels on menstrual hygiene issues and reducing inhibitions among the youth, resulting in much-needed, progressive conversations on the topic and is a great example of the value that Zee delivers through its unmatched customer centric solutions.”
“Pyaar Tune Kya Kiya is a show that is attuned to the pulse of the young generation. Similarly, we at Paree understand the many avatars of modern Indian woman and bring products that make a positive difference in her life. So, this association is a coming together of two such voices to present a progressive take on menstruation.” said Sahil Dharia, Founder and CEO, Paree.
Pyaar Tune Kya Kiya is undoubtedly popular amongst the youth and provides a perfect platform for Paree to talk about the menstrual issues faced by women. The show is a 15-episode show, where Paree has been integrated in 5 episodes with different love story. Each episode is a one-hour duration airing every Saturday 7pm on ZING