Stayfree: Take Back Your Time

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

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

Come 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 a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands