Stayfree: It's my time, period

Feminine care brand Stayfree launched a multimedia campaign in India to generate growth, recruit new consumers and deliver an informed discourse in a culture that stigmatises menstruation.

Campaign details

Brand: StayfreeBrand owner: Johnson & JohnsonLead agency: DDB Mudra GroupCountry: IndiaIndustries: Feminine hygieneMedia channels: Competitions & contests, Content marketing, Events & experiential, Livestreaming, Online video, Point of purchase, in-store, Social media, Word of mouth, influencersBudget: 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...

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