Campaign details
Brand: StayfreeBrand owner: Johnson & Johnson Pvt. Ltd.Lead agency: DDB Mudra GroupCountry: IndiaIndustries: Feminine hygieneMedia channels: Livestreaming, Public relations, Social media, Word of mouth, influencersBudget: 5 - 10 million
Executive summary
In 2018, young Indian girls needed their pads to keep pace with their increasingly busy lives. They were left wanting – no one spoke a language that resonated with them. In response, Stayfree Secure XL redefined its value proposition and abandoned the age-old absorption story for a more meaningful conversation around the value of...