Kotex India inspired young girls fight the taboo around periods by making a statement at India's longest-running Rural Olympics. Millions of Indian girls still face the menstrual hygiene problems leading to a reduced quality of life and hurdles in their progress.
At Kila Raipur Sport Festival 2023, Kotex India gave 16 young girls the power to make periods an open conversation by passing open pads as batons in a unique relay race, in front of a stadium full of people. Thus initiating the #PeriodOfChange for millions of young girls just like them.
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Winner at Kyoorius:
Baby Blue Elephant - Guerrilla Stunts & Activations
Baby Blue Elephant - Use of Live Events/ Experiential
Baby Brass Elephant - Creativity for Good
Agency: Ogilvy India
Chief Creative Officers: Kainaz Karmakar and Harshad Rajadhyaksha
Executive Creative Director: Tanuja Bhat
Art Direction: Siddhesh Telang, Rohit Kasar, Mayuri Patil