Aarya Care
1 lakh menstrual cups in 24 hours: branding a world record.
Industry
Healthcare & social impact, India
Services
The brief
Cup of Life set out to distribute one lakh menstrual cups in a single day across 120 venues — one of the largest menstrual hygiene drives ever attempted. Led by Hibi Eden, Member of Parliament, with Muthoot Finance and Aarya Care, it needed a campaign identity that could hold together at that scale.
The challenge
One hundred and twenty venues had to look and sound like one movement, on the same day. The health and sustainability message had to be instantly clear to first-time users, partners had to be represented consistently, and everything had to be media-ready for a world record attempt.
What we did
Built the campaign identity
One visual system and message for Cup of Life, designed for instant recall.
Branded every venue
Standardised on-ground collateral, so each of the 120 sites delivered the same experience.
Made the message simple
Awareness communication explaining menstrual cups, health and sustainability in plain, reassuring language.
Equipped partners and media
Stakeholder decks and media-ready digital assets to support coverage of the record.
The results
Cup of Life distributed 1,00,000 menstrual cups across 120 venues within 24 hours and was recognised by Guinness World Records — turning a distribution drive into a public conversation about menstrual health.
- One cohesive campaign identity across every venue
- Wide public awareness of sustainable menstrual hygiene
- A branding framework reusable for future public health drives
