Bhubaneswar: Like previous Raja festivals, Zee Sarthak this year too amplified its conversation on menstrual awareness with its ongoing social initiative, Naali Bindu.
This year, Zee Sarthak turned to one of Odisha’s oldest art forms – Pattachitra – to amplify its message. In collaboration with local artists, the channel produced a short awareness film that narrates the journey of womanhood and celebrates menstruation as a natural and beautiful aspect of life.
The film uses the visual language of Pattachitra to highlight the irony of menstruating women being excluded from participating in a festival that celebrates menstruation itself.
Through evocative illustrations, the film asks a poignant question: “If one shade of red is celebrated, why is the other shamed?”
“This initiative is not just a campaign but a movement for social awareness,” said Pratik Seal, Chief Channel Officer of Zee Sarthak. “We are committed to continuing this effort and breaking menstrual taboos in the days ahead,” he added.
Through Naali Bindu, Zee Sarthak sent out a clear and compelling message during Raja festival that menstruation should not be seen as a taboo. Instead, every young girl should be encouraged to take part in the celebration with pride and dignity.