Soothe Healthcare, a three-year-old company manufacturing sanitary pads, created an innovation to help women facing discomfort when their periods hits the peak during sudden, heavy flow moments.
The new Paree sanitary pad offers a never-before quick absorption and a feeling of dryness, in just three seconds.
This helped the agency and client to position the brand as Heavy Flow Champion and create the ‘1-2-3, I’m wetness free’ integrated campaign. It highlights the life of a progressive woman who overcomes the heavy flow worries during her moments of glory. The first of the three TVCs is on air and the next two will soon follow.
The TVC:
Sahil Dharia
Speaking on the campaign, Sahil Dharia, Founder and MD of Soothe Healthcare, manufacturers of Paree, said, “Innovation is one our core values and our unique product proposition of ‘Heavy Flow- 3 Second absorption’ is complemented by a communications and media strategy that fits well together. Paree is India’s first professionally managed feminine hygiene brand to reach scale with a progressive brand story to tell. We look forward to working with Thinkstr to push the envelope on bringing this category out of the closet.”
Satbir Singh
Satbir Singh. Founder and CCO, Thinkstr, Paree’s agency, added, "While three seconds is a small time, for the woman who has just experienced a heavy flow moment, especially in public, it is a very, very long, almost slo-mo passage of time. Paree absorbs the heavy flow to dryness in three seconds. This is liberating. We wanted to create a memorable audio quote. Hence, ‘1-2-3, I'm wetness free’."
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