Stayfree: Daughter’s day 2021

Stayfree, the sanitary products brand, disrupted a generations-old belief system by bringing men into the menstruation conversation with its Daughter’s Day campaign in India.

Campaign details

Title: Stayfree daughter's day '21Brand: StayfreeProduct: Sanitary napkinIdea: DDB Mudra GroupCountry: India

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months - 12 monthsINDIAMenParents & familiesMiddleMedia Spends - INR 26,04,144 Production Budget - 15,00,000

Objectives

In India, girls spend a lifetime making periods invisible: it's a journey that starts at menarche & ends at menopause. It's a vicious cycle which is propelled by the absence of knowledge of those around her – which is where WE stepped in.

Stayfree, a...

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