ROLE :
Art Direction, Concept, Storytelling, Benchmark analysis, Strategy 

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PROBLEM :

The women’s hygiene brand wanted to launch their new range of sanitary pads and yet stand out in a rather saturated market. 

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THE APPROACH :

I conducted an extensive benchmark analysis on communication around sanitary pads in the Indian market to find that it was all pretty mundane, where brands weren't using the colour red when showcasing menstrual blood.

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CAMPAIGN : OWN THE RED

Peesafe became the first women’s hygiene brand to showcase red menstrual blood in their ad film in the Indian market. Not only did this film garner immense engagement but also helped Peesafe to tap into a whole new audience.