Stayfree: Stay Ahead Helpline

This case study describes how feminine hygiene brand Stayfree, targeted women in rural India with an infotainment portal on mobile phones.

Stayfree: Stay Ahead Helpline

Naveen Shetty

Campaign details

Brand: StayfreeBrand owner: Johnson & JohnsonLead agency 1: OMD IndiaLead agency 2: OMD INDIACountry: IndiaIndustries: Feminine hygieneChannels used: Mobile & appsBudget: $1 - $3 million

Executive summary

Stayfree is a brand built on the understanding that different women have different needs when it comes to menstruation, and our aim has always been to deliver the best possible individual experience for every woman. But in rural India, where it is still largely media dark, and women's hygiene conditions...

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