Kotex is about revolutionizing period solutions and prioritizing period health. It believes that girls should not have to choose from options that make them adjust - be it in their lives or their sanitary pads. They should feel free and empowered to walk away from unhealthy things and situations. The campaign line for Kotex’s latest range of period solutions, ProHealth+ Pads, 'I choose it all, I am the change' reflects and celebrates that exact sentiment.
With a disruptive period solution that truly delivers what it claims, we aimed at creating a campaign that is carries the same disruptive impact. Showcased here is the Main film and following it is the Demo film that map the journey from creating dissonance to building credibility for Kotex ProHealth+ Pads.
Agency: Ogilvy India
Executive Creative Director: Tanuja Bhat
Art Direction: Ritika Mazumdar, Mayuri Patil, Siddhesh Telang