Traditionally, menstruators in India stick with Sanitary Pads as their primary period care product, rarely foraying into tampon use for activities such as sports and swimming. Menstrual cups were a fairly new addition to the list of period products in the market in India in 2018, and we conducted research around the same to really dive into why menstruators don't choose cups. The most common worries for people were losing their 'viriginity'/hymen 'breaking', fear of insertion, lack of permission from mother. We realised that there is a strong lack of conversations around cups, let alone periods and we used social media to take that first step to connecting with customers and helping them through their concerns. It involved disruptive communication and personalised answers to help steer people to the right choice.