Description
Build stronger affinity and consideration for Stayfree among Indian women by standing out meaningfully on Daughters’ Day: A CLUTTERED OCCASION DOMINATED BY LEGACY VOICES. While Stayfree enjoyed high awareness, it was not instinctively chosen in an increasingly competitive category. The objective was to move beyond passive familiarity and create a deeper emotional connection that would make the brand more actively considered. To achieve this, we aimed to shift the conversation from symbolic celebration to real change by encouraging parents to involve sons in conversations around menstruation. By reframing Daughters’ Day from a moment of appreciation to a moment of awareness, we sought to break the cycle of silence and position Stayfree as a brand that drives meaningful progress in women’s lives.
