A prominent personal care brand, is spearheading a groundbreaking initiative in the feminine hygiene sector with its latest offering, “Flow Easy” – a 100% organic Cotton Sanitary Pad by Hi Life. In collaboration with the inventive Veejee Agency, Hi Life’s new social media campaign challenges conventional norms with a fresh and satirical take on menstrual product advertising.
The central theme of advertising strategy diverges from the hyperbolic claims commonly associated with traditional sanitary pad brands. With a sharp focus on authenticity, the “Flow Easy” campaign addresses the real experiences faced by women during menstruation. Acknowledging the effectiveness of Flow Easy in addressing concerns such as leaks, stains, rashes, and infections, the campaign refrains from making unrealistic claims about alleviating cramps or mood swings.
The advertisement features the talented actress NaysaaNischal, engaged in a shoot for a legacy pad brand, portraying unattainable accomplishments while using the pad. In a clever twist, Naysaa breaks character, highlighting the contrived portrayal of women in traditional pad advertisements. She advocates for a brand that prioritizes authenticity and quality, offering genuine confidence to women through its 100% organic cotton pad.
The campaign meticulously outlines the distinctive features of Flow Easy, encouraging women to consider Hi Life’s organic pads for a more comfortable and trouble-free period experience. It acknowledges the uniqueness of every woman’s menstrual cycle and aims to provide a solution that caters to individual needs.
“We believe in empowering women by challenging stereotypes and offering solutions that truly cater to their needs. Flow Easy is a step towards a more authentic and comfortable period experience,” says Mr. Sanjiv Nischal, Co Founder, Hi Life.
Concluding with the tagline, Remember “Go with the flow and let your friends know!”, the campaign seeks to resonate with all women. The social media campaign aims to offer a pragmatic and honest approach towards menstruation, potentially reshaping perceptions and prioritizing women’s comfort and well-being in India.