Campaign details
Brand: StayfreeBrand owner: Johnson & JohnsonEntrant company: DDB Mudra - IndiaIdea creation: Interactive Avenues MumbaiMarket: AsiaSector: Toiletries & cosmeticsMedia channels: Word of mouth, Influencers, KOLs, Social media Budget: Up to 500k
Executive summary
Even in 2020, women lived in constant contradiction. India celebrated their successes but denied them the right to experience menstruation with dignity. And the pandemic was going to add fuel to the fire. Two million young girls were going to experience their first periods in the lockdown. But 71% of these...