Campaign Details
Brand: StayfreeAgency: DDB MudraCountry: India
Why is This Work Relevant for Creative Strategy?
Our brief was ambitious and multi-faceted, to accelerate brand growth in a category where period conversations itself were taboo. We needed to shine a spotlight on conversations around women's issues and menstruation, creating tangible change in the process.
The idea challenged every convention around how brand communication should be done and how awareness should be built. Putting a marginalized group of women at the heart of our communication was a test of our brand purpose and resolve but also the...