Stayfree Secure: It's just my period

Thoru Jhaveri

Sanitary napkin brand Stayfree increased sales and claimed the largest market share in India with a campaign based around videos posted on YouTube.

Campaign details

Brand: StayfreeBrand owner: Johnson & JohnsonLead agency: DDB Mudra GroupCountry: IndiaIndustries: Feminine hygieneMedia channels: Content marketing. Direct marketing, Mobile & apps, Online video, Point-of-purchase, in-store, Product sampling, Television Budget: 1 - 3 million

Executive summary

In India, sanitary napkin advertising sells young girls period slogans on one hand, and 'happy' period denial on the other. Stayfree sought to reclaim its leadership in India's mid-tier segment with a simple, empowering truth – for young girls today, moving forward is an everyday journey. They don't want special...

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