Joya Sanitary Napkin: A topic of 'shh…' to a topic 'must talk about'
Ummiya Rahman
Campaign details
Brand Owner: Social Marketing CompanyLead agency: Grey Advertising BangladeshBrand: Joya Sanitary NapkinCountry: BangladeshIndustry: Feminine hygieneMedia: Newspapers; Point-of-purchase, in-store; TelevisionBudget: Up to 500k
Market background and cultural context
The sanitary napkin is not an absolutely new product in Bangladesh, more or less everyone is aware of the category because of extensive marketing and communication efforts. However, in this part of the country, where more than 90%iof the populations are...