To take the conversation to men, Sandra Sunny, an aspiring lawyer in Kochi, designed the #feelthepain concept for the campaign. She said a doctor friend had suggested using physiotherapy tools to simulate the cramps in men. An electric current passes through the simulator, which initially feels like a vibration. As the intensity is increased on the machine, the intensity of the “cramps” does, too.
“I had seen many videos on YouTube where the same method was used on men abroad,” she said. “I thought to myself, why can’t we do it here also?”
