Here’s the official explanation for this campaign from India:
Menstruation and puberty solutions in India is not often spoken about. Brands normally tend to approach the subject of menstruation by being indirect and vague. The campaign was designed to bring these topics out in open and make it conversational. For a D2C brand, we needed to aid discovery of brand by being new age and sensitive.
Sorry, the attempt to be “new age and sensitive” about menstruation is a bloody mess.
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