Stayfree: How pads bridged the gap from periods to progress

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

Campaign details

Brand: StayfreeBrand owner: Johnson & Johnson Pvt. Ltd.Lead agency: DDB Mudra GroupCountry: IndiaIndustries: Feminine hygieneMedia channels: Content marketing, Radio & audio, TelevisionBudget: 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...

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