Campaign details

Brand: Stayfree
Brand owner: Johnson & Johnson
Lead agency: DDB Mudra Group
Country: India
Industries: Feminine hygiene
Media channels: Competitions & contests, Content marketing, Events & experiential, Livestreaming, Online video, Point of purchase, in-store, Social media, Word of mouth, influencers
Budget: 10 - 20 million

Executive summary

The more things change, the more they seem to stay the same.

Women in India were making huge strides – running corporations and branches of government, anchoring blockbuster movies, triggering business growth and cultural shifts. But while so much changed for the better, a crucial aspect of women's experience stayed exactly the same – their periods.

Indian culture is unique in the extent to which it stigmatises menstruation and menstruating women. A good period, as per Indian culture, is one that is hidden, invisible, inconveniencing no one other than the woman herself. Confronting this silence and inertia, the sanitary napkins category was struggling with incremental growth on the back of low relevance and a failure to grow its audience.