MsChief's campaign addresses the pleasure gap for women on Female Orgasm Day

MsChief talks about the pleasure gap and aims to empower women in India to challenge the status quo through its brand film, #ClaimYourPleasure.

MsChief, TTK Healthcare's sexual pleasure brand for women, has released #ClaimYourPleasure campaign to empower women in India by challenging the status quo and normalising women exploring and accepting their bodies.

On August 08, the world celebrates International Female Orgasm Day, which is meant to recognise women's inherent right to sexual satisfaction, aiming to bridge the pleasure gap. However, talks about female pleasure continue to remain a closed-off topic in India.

TTK Healthcare's study reveals that 81% of women in India are dissatisfied with their sex lives, with 73% rarely reaching climax. In contrast, 95% of men believe their partners orgasm, revealing a significant pleasure gap between the big ‘O’ & Oh No!.

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With this insight, MsChief decided to put the spotlight on the pleasure gap through its campaign. The film showcases five women breaking societal norms and discovering their pleasure through solo play, dirty talk, cuddle puddles and more. 

Vishal Vyas, AVP Marketing, TTK Healthcare comments, “MsChief rejects the idea that women should settle for diminished or muted pleasure. Today, women are forging ahead with milestones in all industries and fields, have broken barriers in terms of pay parity and education, but the pleasure gap is something which needs to be addressed equally openly. MsChief empowers women to claim their pleasure with their range of products, and the brand film reflects that.”