Campaign details

Brand: Stayfree
Brand owner: Johnson & Johnson Pvt. Ltd.
Lead agency: DDB Mudra Group
Country: India
Industries: Feminine hygiene
Media channels: Content marketing, Radio & audio, Television
Budget: 3 - 5 million

Executive summary

The Indian state of Uttar Pradesh is a difficult place to be a menstruating girl – overall category penetration in the state hovers around a dismal 5%. Period conversations are a taboo and there is profound resistance to change.

Within this challenging cultural context, after years of trying to do things the tried and tested way, feminine care brand Stayfree completely redefined its audience and value proposition. Instead of talking to young girls who the brand wanted to recruit into the category, Stayfree decided to speak to the biggest influencers in their eco-systems – their mothers. Instead of talking about product features and benefits, Stayfree redefined the value proposition in the context of access to education.