Advertiser: Johnson & Johnson, India
Agency: DDB Mudra Mumbai
Stayfree exists in the business of menstrual health but has a much larger purpose. Stayfree sees pads as enablers, giving girls and women the physical and psychological reassurance to go further and grow meaningfully. This belief system is core to the brand and shapes how products are designed, people are recruited, processes are deployed and partnerships are built.
After pioneering the establishment of the menstrual health business in India, encountering cultural resistance every step of the way, Stayfree had to reckon with category penetration that was still at an abysmal 16%, amongst the lowest rates in the world (UNICEF reports, 2012; Wateraid, 2018).
Stayfree would need to evolve its approach to brand-building, shedding category conventions to accelerate growth. We wanted to expand the scope of our influence; trigger meaningful conversations around menstruation and women's issues; and move the needle on sales, particularly in the premium part of our portfolio where higher margins translated into higher profitability.