Mumbai, 26th December 2024: Proease, a sanitary napkin brand from the house of RSPL, has launched its latest campaign, #BadalKarDekho, urging women to break free from societal expectations of “adjustment” and embrace positive change. Featuring celebrated star Tejasswi Prakash, the campaign inspires women to prioritize their comfort and well-being, starting with their choice of sanitary napkin.
Conceptualized by Tonic Worldwide and executed by its in-house influencer and content marketing division, Loud or Nothing, the campaign sheds light on how society often expects women to adjust in every aspect of life, including tolerating discomfort in basic choices like sanitary products. It calls on women to reject unnecessary compromises and make choices that truly work for them.
The campaign began with a buzzworthy viral moment – a leaked video of Tejasswi addressing the unfair pressures women face to constantly adjust, which sparked widespread online conversations. Several influencers amplified the message, sharing personal stories of “adjustments” they’ve made as women and standing in solidarity with the cause.
In the follow-up, Tejasswi directly addresses the discussions surrounding her video. She highlights the compromises women often make, whether in relationships, clothing, or even period products, and advocates for a shift toward comfort and empowerment.
She encourages women to try Proease GOXL, demonstrating how even small changes can provide superior, long-lasting comfort during their toughest days. Influencers further supported the campaign by sharing their own stories and directing audiences to the brand’s Amazon page.
Speaking about the campaign, Sudish Balan, Co-founder and Chief Creative Officer, Tonic Worldwide, said, “The insight for this campaign stems from the deep-seated expectation of ‘adjustment’ imposed on women. Period products should be liberating, not limiting. The superior benefits of Proease gave us the confidence to challenge inertia and disrupt the status quo with the bold #BadalKarDekho pitch.”
“Breaking inertia is tough and often requires a jolt. I’m delighted that the #BadalKarDeko campaign, in collaboration with Tonic Worldwide, not only captured instant attention but also resonated deeply with consumers by addressing everyday pain points often dismissed in the name of adjustment. The powerful insight and the choice of influencers made our proposition, embracing small changes for meaningful improvement and a better quality of life, truly relatable and authentic,” said Harkawal Singh, VP Global Marketing, RSPL.
Campaign Links:
Pap Page – Teaser Videos
- https://www.instagram.com/reel/DCy17K3MgrF/
- https://www.instagram.com/reel/DCy3WURMu4U/
- https://www.instagram.com/reel/DCy3kqPtwih/
- https://www.instagram.com/reel/DCy3zDDyYNM/
Tejasswi’s Reveal Video
https://www.instagram.com/reel/DC9JsKMN9bX/
Influencer Videos
- https://www.instagram.com/reel/DDPFe4LiPyJ/
- https://www.instagram.com/reel/DDPidSdyRPn/?
- https://www.instagram.com/p/DDPnHFcyAtj/
- https://www.instagram.com/p/DDRiuHupuy-/
