Joya Sanitary Napkin: A topic of 'shh...' to a topic 'must talk about'

The case study describes how SMC marketed its Joya sanitary napkin in Bangladesh, where the topic of feminine hygiene was a religious and cultural taboo.

Joya Sanitary Napkin: A topic of 'shh…' to a topic 'must talk about'

Ummiya Rahman

Campaign details

Brand Owner: Social Marketing Company Lead agency: Grey Advertising Bangladesh Brand: Joya Sanitary Napkin Country: Bangladesh Industry: Feminine hygiene Me Newspapers; Point-of-purchase, in-store; Television Up to 500k

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