Brand Tone

Empowering & Confident, Caring & Supportive, Educational & Informative, Approachable & Friendly, Innovative & Revolutionary, Conscious & Responsible

Brand Values

• •Sustainability & Eco-consciousness
• •Comfort & Well-being
• •Innovation & Quality
• •Empowerment & Destigmatization
• •Social Responsibility & Community
• •Made in India & Women-centric

Best Practices

• •Speak Their Language, Empathize: Use language that resonates with the target audience (women seeking comfortable, reliable, and sustainable period solutions). Acknowledge their pain points (rashes, leaks, environmental concerns) and position Mahina as the supportive solution. Maintain an empowering and understanding tone.
• •Educate, Don't Just Sell: While the goal is to sell, frame content around educating consumers about the benefits of period underwear, menstrual health, and sustainability. This reinforces the brand’s value as a knowledgeable and trustworthy resource.
• •Highlight Core Values Consistently: Weave in key brand values like sustainability, comfort, innovation, and social responsibility into all communications. For example, mention "planet-friendly" or "reducing waste" when talking about reusability.
• •Empower and Build Community: Use inclusive and uplifting language. Encourage user-generated content, share testimonials, and foster a sense of belonging to the "Mahina community." Frame messages to make users feel confident and part of a positive change.
• •Be Clear, Confident, and Transparent: Clearly explain how the product works, its benefits, and the technology behind it (e.g., "bonded seams," "3-layer gusset"). Be confident in the product's effectiveness and transparent about the brand's mission, including its "Made in India" aspect and charitable contributions.

Social Perception

Positive & Trusted, Liberating & Life-Changing, Eco-Friendly Choice, High Quality & Reliable, Caring & Ethical

Copy Examples

• •Headline: Ditch the Discomfort. Embrace the Revolution. Body: Tired of leaks, rashes, and constant changes? Mahina’s ultra-absorbent, leak-proof period underwear is here to transform your cycle. Experience up to 12 hours of worry-free protection, just like your favorite undies, only better. Better for you, better for the planet. #PeriodOfComfort #MahinaRevolution
• •Headline: Your Period, Reimagined. Sustainably. Body: Join the thousands of Indian women choosing a greener, comfier period with Mahina. Our reusable period underwear saves countless disposables from landfills while keeping you fresh, dry, and confident. Made with care, for you and Mother Earth. #SustainablePeriods #MyMahina
• •Headline: Made by Women, For Your Ultimate Comfort. Body: At Mahina, we get it. That’s why our period underwear is designed by women, using innovative bonded technology for zero leaks and maximum comfort. Finally, a period solution that truly understands your body. Discover your perfect fit. #MahinaCare #LeakProofConfidence
• •Headline: More Than Just Underwear. It's a Movement. Body: Every pair of Mahina period underwear you choose is a step towards a more sustainable future and helps us fight period poverty in India. Look good, feel good, do good. It's that simple. #EmpoweredByMahina #PeriodPositive
• •Headline: Sleep Soundly. Live Freely. Period. Body: No more nighttime worries or daytime dashes to the loo. Mahina’s super-absorbent period underwear offers up to 12 hours of reliable protection, so you can conquer your day (and night!) without a second thought. Experience the freedom. #WorryFreePeriods #MahinaWorks