Deepika Padukone Challenges Sanitary Pad Ad Clichés in New Nua Campaign, Marketing & Advertising News, ET BrandEquity
Femtech startup Nua has launched a new campaign featuring Bollywood actress Deepika Padukone. The campaign aims to change the misrepresentation of women having fun in advertisements for menstrual hygiene products like sanitary napkins.
He points out that in reality, women experience a lot of pain and cramping. The ‘Go with your flow’ campaign was designed and executed by Wondrlab and directly challenges the marketing clichés used in commercials for sanitary napkins.
The campaign consists of two commercials.
The first film shows Padukone practicing smiling and laughing in front of a mirror. She then makes the public aware that these fake smiles are often displayed by girls in most sanitary napkin commercials. She gives a real-life insight into how most girls have nothing to smile about when they’re on their period.
Another advertisement shows Padukone pouring a lot of water on a sanitary napkin, as vintage advertisements usually use this as a technique to show their absorbency quality. But, the menstrual flow for different women is different.
Padukone points this out while promoting Nua.
Amit Akali, Creative Director – Wondrlab, said: “When we sat down with the strategy and creative teams, we realized that the reality of the rules is very different from its advertising. We decided to create a story reality-based branding – having real conversations and solving real rules problems.”
Ravi Ramachandran, Co-Founder and Managing Director of Nua, said, “We found Deepika Padukone a perfect fit for our brand, as her vision for women in our country is aligned with our brand purpose. We want to spark meaningful conversations through this campaign and provide effective solutions for women to promote menstrual wellness. #GoWithYourFlow is a step in that direction and we will continue to build on this to foster an environment for better, healthier lives for women in the years to come.
Nameeta Saigal, Head of Marketing at Nua, said, “Over 50% of women suffer from menstrual cramps in varying degrees, but there is no real solution offered to them to manage the pain. At Nua, we don’t want women to “do it”. Our products are designed with women’s needs in mind and allow them to go with their respective flows.