Kimberly Clark's Kotex, a leading menstrual hygiene brand in the world, has teamed up with Ogilvy India to change the conversation surrounding menstrual hygiene by bringing it out in … read morethe open in a striking, unmissable way. As India witnesses a robust development and growth making it a prominent emerging market on the world stage, menstrual awareness and education still remains an area for improvement. With deep-rooted cultural shame and associated stigma, periods are not spoken about openly. Menstruation poses particular challenges to young women living in India due to high levels of menstrual stigma, thus resulting in reduced quality of life for young girls and a constant hindrance in their progress. At India’s longest-running rural Olympics, The Kila Raipur Sports Festival 2023, Kotex organized a relay race where instead of the usual baton, young women athletes passed an open sanitary pad, creating a disruptive conversation around periods.To drive views to this unique event, an integrated approach was utilized with the race and the winning ceremony documented on video. The video featured inspiring moments from the race, bytes from the participants & organizers, and reactions from the audience. As a brand that believes in ensuring that a period never gets in the way of any woman’s progress, Kotex globally supports the destigmatizing of periods and products, and this is a key step in building a world where women can progress on their terms. Bringing products seen as taboo to the forefront of an event that celebrates female athletes aligns with Kotex’s ongoing endeavor to challenge negative perceptions and celebrate female success.
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