Superb! A very strong challenge is being given by Stay free (Brand of J & J) in
sanitary napkin segment. A well – known only two leading brands & executing
various strategy with innovative concept at regular interval i.e. only Whisper
& Stay free. Both of brands are dominating in sanitary napkin segment, as
well both are giving challenge to each other in order to stay as leader brand
in India.
This is really good strategy which is executed by Stay free
and the campaign (Women for Change) will be working itself, it will generate
good opportunity to tap rural area, build up brand image, market coverage
etc. This new campaign is being endorsed
by three Indian celebrity Sharmila Tagore, Sakshi Tanwar and Sneha & all of them are playing different role
for different women segment .
Overall Whisper & Stay free brands have already been
taken good position in market & also movement of both brands are well where
once any women / girls have buy, then very difficult to churn from one brand to
other brand. Because, once women / girl are getting convenient during their
menstrual period, then very less chance to move towards other brands.
Whisper has got positive feedback from its new campaign
which was executing before 3-4 months ago. It has run very successful with
strong punch line “Whisper Hai Toh
Possible Hai” which is being endorsed by Indian Tennis Star Ms. Saina Nehwal . Whereas same time, Stay
free has also been released new campaign “Woman
for change (Ab waqt hai soch badalne ka)” by sponsored with new series
(Diya Aur Bati Hum) on Star plus channel.
Market Players: -
Whisper, Stay free, Sofy side wall (Segment Sanitary Nepkin)
Brand Endorsers: -
Indian Tenis Star Ms. Saina Nehwal is endorsing Whisper brand.
Bollywood Star Ms. Prachi Desai is endorsing Sofy Side wall
brand. And, Sharmila Tagore, Sakshi Tanwar and Sneha are endorsing Stay free
brand.
But, now again Stay free has come up with innovative concept
& effective as well as healthy campaign that really giving challenge to
competitors. Stay free brand has
introduced C.S.R. concept with the integration & support to UNICEF India
(United Nations International Child’s Education Fund) by moving towards rural
area & tap to rural market.
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Campaign Brief: -
Normally, rural girls are facing much difficulty in their menstrual period
during studying age, and unable to come out from home despite of they want to
fly freely. The jingle is conveying message “Want to fly freely, give me wings”, and if you will see the ad thoroughly,
it has shown girl’s life in rural area from childhood to teenage. The campaign
is also conveying message that they can able to do anything, it build up
confidence.
At the end of
campaign that celebrity conveying message “Women for change” where every women
can able to get right to live healthy & happy life.
Ultimately, this
campaign is trying to build up confidence of all rural women / girl who are
facing various kinds of inconveniency during their menstrual period. For, that
Stay free is now supporting to UNICEF where it can be reach to rural market
& also build up brand image as good C.S.R activity.
“Women for change”, it
is good chance to make revolution for “Stay free”…
Now, waiting for
Whisper campaign… What Whisper will bring new?
