Campaign details

Brand: Stayfree
Brand owner: Johnson & Johnson Pvt. Ltd.
Lead agency: DDB Mudra Group
Country: India
Industries: Feminine hygiene
Media channels: Livestreaming, Public relations, Social media, Word of mouth, influencers
Budget: 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 woman’s time. The brand partnered with an iconic influencer to win minds and hearts: P.V. Sindhu.

P.V. Sindhu is India’s first Olympic silver medallist, who shot to prominence in the 2016 Olympics. Her journey of grit, growth and progress is inspiring and encouraging, and her determination to make her days work harder for her was a story we needed to tell – and our audience needed to hear. In partnership with P.V. Sindhu, Stayfree used every platform available to speak to girls and talk about how time could be made to work harder for them.