Indian women are not comfortable talking about Sanitary Protection and television networks are sensitive about this, therefore, integration needs to be truly innovative. Our approach, therefore, was to “humanize” our understanding.To really humanize this understanding, we co-wrote the script to include a Stayfree contest as the main subject within five episodes. The contest was called “the challenge for the Power of Three,” – a pun on, “a challenge for those who have three times greater protection”, where 3 members had to participate as a team in a dance competition.

With the three lead characters triumphant, we showcased that “with three times greater protection, our consumers need not feel restricted during their period.” But their triumph was not without hiccups, symptomatic of consumer hiccups during their period. We were, therefore, truly able to demonstrate our understanding of our consumer insights and communicate the solution, they were looking for.

•Stayfree share: +3%•Aided Recall of Integration: +77%•Rating of Finale: +56%The integration was the first in India to put a product that consumers are not comfortable talking about within a primetime integration. Besides revolutionizing the way consumers looked at Sanitary Protection, it’s led to other “taboo” categories, such as prophylactics, to investigate about similar opportunities.In 2009, similar opportunities are under consideration not only for Stayfree across multiple “media,” but across other franchises within the J&J family.