Leading Odia entertainment channel, Zee Sarthak has partnered with L&K Saatchi and Saatchi on Raja Parba, a three-day celebration of womanhood that likens the menstrual cycle of the earth to that of a woman.

To spread this much-needed awareness, and to prioritize women’s menstrual health, Zee Sarthak launched ‘Naali Bindu’, a project that aims to distribute free pads and make menstrual hygiene available for all.

Through a film, Zee Saarthak prioritizes that many girls in Odisha cannot attend school regularly due to a lack of menstrual hygiene.

Using the device of a notebook with blank pages as a metaphor, Zee goes on to show how many girls’ education remains incomplete due to approximately five missed days of school per month. The film ends with a call-to-action, asking the viewer to become a ‘Red Friend’ by donating to the Naali Bindu website and helping a girl in need, Financial Express reported.