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Sofy says 'better late than never' and tackles common myths in India's first tampon ad

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By Taruka Srivastav, Reporter

September 18, 2017 | 3 min read

Unicharm India's sanitary napkin brand Sofy is hoping to tackle the myths around the use of tampons and educate women about its usage in the first TV ad for tampons in India.

Sofy's new TV campaign educates India women about the usage of tampons

Sofy's new TV campaign educates India women about the usage of tampons

Conceptualised by J Walter Thompson, the ad titled '#EmbraceTheNew' features girls playing in the swimming pool, while one girl sits out due to her period. However, she decides to wear the tampon and then jumps into the swimming pool to join her friends. The ad aims to live up to the slogan ‘Hum aage aage, duniya peeche peeche’ (English: We lead and everyone follows).

Hiroki Nada, Sofy brand manager, Unicharm India Private Limited, said: “While tampons have been on the shelf, no brand has taken the responsibility to educate the young vibrant and ever evolving Indian girl about the barriers and myths surrounding the usage of tampon. But better late than never."

"Search volumes have been rising and category is also growing now, hence we spotted this opportunity as a huge potential in the market and have taken the onus to share the information that educates her and solves her problem in a fun and forward-thinking way. After all Sofy believes that every woman should shine without a pause even on her periods.”

Bindu Sethi, chief strategy officer, J Walter Thompson India said, "Look around you at the Indian Girl today. She is changing her social structure; from her course in college to professional conduct, she is making choices for herself, by herself. Her parents may not be equipped, tradition doesn’t have answers, so she is charting her own way; and she is taking the world ahead with her."

"Nothing should come in the way of her living her life to its fullest potential, especially periods. She believes it’s her time to shine and that’s why we felt that it’s the right time for Tampons, by becoming her most current way to shine without a pause."

Variety Massive by JWT

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