Emcure Pharmaceuticals Ltd, a prominent player in the Indian pharmaceutical sector, has launched a new awareness initiative through its women’s wellness brand Arth, aligning with the 2025 revival of the Ice Bucket Challenge—but with a distinct focus on menopause. Reviving the spirit of the 2014 campaign that brought global attention to ALS, Emcure’s updated version highlights a different health issue that remains underrepresented in public discourse: the impact of menopause on women’s lives. Timed with Mother’s Day, the campaign seeks to prompt open discussion about the physical and emotional challenges associated with menopause and perimenopause.
The campaign video features young participants taking the traditional Ice Bucket Challenge. As the ice water is poured, a message appears: “The Ice Bucket Challenge may have ended… but the heat didn’t stop for our moms.” This statement underscores the core theme—drawing attention to the persistent symptoms of menopause such as hot flashes, night sweats, and emotional fluctuations, which many women endure silently.
Namita Thapar, Whole-time Director at Emcure Pharmaceuticals, shared her perspective: “Having personally navigated menopause, I understand how often this topic is overlooked. This Mother’s Day, we want to shift the narrative from mere celebration to understanding and support. Through Arth, we aim to educate and empower both women and their families.”
The initiative also showcases Emcure’s specialized product line under the brand Arth, designed to address a wide range of symptoms associated with perimenopause and menopause. This comprehensive line includes Arth Perimenopause Multi-Symptom Support, Arth Brain Fog Aid, Arth Intimate Cream, Arth Bone Health Support, Arth Sleep Support Gummies, and Arth Fatigue Support, offering targeted relief to help women navigate this transitional phase with greater comfort and confidence.Each product is designed to support women during a time often marked by both physical and emotional change.
This campaign positions menopause as a subject worthy of empathy and conversation, urging families to acknowledge its impact and move beyond outdated stigmas. By adapting a widely recognized social challenge to a new health concern, Emcure brings visibility to a topic that affects millions, yet is rarely discussed openly.
Headquartered in Pune, Emcure Pharmaceuticals develops, manufactures, and markets a diverse portfolio of medicines across more than 70 countries, including regions such as Europe and Canada. Established in 1981, the company ranks among the top 15 pharmaceutical companies in India by domestic sales (MAT June 2024).
