Brand: StayfreeAdvertiser: Johnson & JohnsonAgency: DDB MudraCountry: India
Campaign objectives & challenges
India is a land of dichotomy: sanitary napkins are still fighting a cultural battle
For a country well on its way to becoming a digital powerhouse, India is surprisingly backward when it comes to certain issues. A long history of taboos and cultural baggage holds us back from making meaningful progress.
Young girls in India find themselves trapped in a cycle of shame and silence, when it comes to menstruation. From the moment they hit menarche, cultural biases around...