Johnson & Johnson’s leading sanitary napkin brand ‘Stayfree’ today announced its campaign ‘Dreams of Progress’ with badminton player PV Sindhu, Rio Olympics Silver Medallist as their brand ambassador. The gravity of challenges faced by adolescent girls in India due to menstruation restricts them in pursuing their ambitions wholeheartedly. The campaign encourages and urges girls to pursue their dreams of progress and inspires them to not hold back even during days of periods.
The campaign ‘Dreams of Progress’ was unveiled by Sindhu at her alma mater – Auxilium High School in Hyderabad, where she spoke to students about her journey and how menstruation could never pose as a hindrance to her success. A role model for many girls, Sindhu had a candid chat with her juniors on topics such as aspirations, dreams and overcoming challenges. While she inspired girls with her personal story and experiences, she also wrote down her next dream as being Word #1 on the large butterfly installed in the school campus. She also encouraged the girls to pursue their dreams of progress and be unstoppable even during their periods.
Commenting on the campaign, Sindhu said “A girl envelopes herself in anxiety during periods with the fear that her protection may let her down anytime. Hence she views periods as an obstacle in achieving her dreams. I resonate with ‘Dreams of Progress’ as it encourages girls to go ahead and make their dreams a reality. We are hoping that this campaign brings about a change in the mindset of girls and motivates them to not let periods bog them down.”
Johnson & Johnson has been manufacturing Stayfree sanitary napkins in India for the past 50 years. The brand has been driving educational and adoption initiatives in India through multiple school programs and strong messages in advertisements. Stayfree was the frontrunner in bringing in a full portfolio ranging from the first innovative beltless napkins to high performance night protection napkins for the Indian consumer
Dimple Sidhar, Vice President — Marketing, Consumer Products Division, at Johnson & Johnson India, said, “Stayfree, as a leading player in feminine hygiene, has been continuously working towards bringing about a behavioural change in girls in India and the way they handle menstrual hygiene practices. Through the campaign Dreams of Progress, we would like to inspire young girls to not pause their dreams even during periods as the brand promises them the protection they deserve to fulfil their dreams. P.V. Sindhu is an exemplary testimony of ‘girl power’ and her association with the campaign will amplify all that Stayfree stands for.”
“Millions of girls in India pursue “Dreams of Progress” every day, even on period days. Stayfree offers long lasting comfortable protection so that periods don’t interrupt their dreams. Stayfree aspires to support and champion progress of girls and women in India. PV Sindhu hence is a natural ambassador as she is today a role model for millions of girls said, Mr. Saroj Mishra, General Marketing Manager, Feminine Hygiene, Consumer Products Division, at Johnson & Johnson India.
According to the Nielsen data, the Indian sanitary napkin market has reached around Rs. 4000 crore. Rapid urbanization, growing middle class, rising awareness, growing number of working women and the hygiene awareness- by government and the private sector, are likely to grow the market exponentially in the coming years.
To send out a strong message to young girls, Sindhu has also worked on a television commercial with Stayfree where she urges girls to not let anything stop them in the pursuit of their dreams, particularly not their periods.