Updated: Sep 15, 2014, 12:02 PM IST

'Touch the pickle' Whisper's new initiative to bust menstruation myths

Myths are a common part of Indian culture. They could be surrounding any physical or psychological aspect of human beings. Even menstruation in women for that matter is a concept not spared from being laced by a number of ridiculous Indian myths.

Whisper, one of India's leading sanitary napkin brands has come up with a powerful 30-second commercial which slams the myths surrounding menstruation by throwing the main light on the most ridiculous one which is 'a menstruating woman should refrain from touching a pickle jar as the pickle could get spoilt'. 

The logic behind this myth being the belief that a woman on her periods is impure and anything she touches becomes dirty, unholy, impure or unpalatable. Menstrual myths like a menstruating woman shouldn't enter temples or places of worship, shouldn't enter the kitchen, should stay within her room are still believed and practised in Indian homes. Education has surely contributed a little in shattering these myths over the years but it still needs to reach and influence a large population that keeps its women grounded based on these myths.

This short commercial could hopefully make a difference and bring about a change.

Also read: Menstrupedia: Indian entrepreneurs create website to bust myth about periods