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Kotex and Ogilvy India team up to create #PeriodOfChange campaign

The campaign began with a relay race at India’s rural Olympics, The Kila Raipur Sports Festival 2023

Click on the image to watch the TVC

Kimberly Clark’s Kotex decided to change the narrative by bringing menstrual hygiene out in the open in a striking, unmissable way through the #PeriodOfChange campaign.

At India’s rural Olympics, The Kila Raipur Sports Festival 2023, Kotex organised a relay race where instead of the usual baton, young women athletes passed an open sanitary pad, creating a conversation around periods. 

To drive views to this unique event, an integrated approach was utilised with the race and the winning ceremony documented on video. The video featured inspiring moments from the race, bytes from the participants and 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 destigmatising of periods and products, and this is a 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 endeavour to challenge negative perceptions and celebrate female success.  

Saakshi Verma Menon, Marketing Director, Kimberly – Clark India, said, “As a pioneer in feminine hygiene globally, Kotex believes that a period should never come in the way of any women’s progress. In a country like India, where there is no dearth of talent and grit within our women, the taboo and stigma within society around periods is what hold’s us back from championing their progress! It is about time that we normalise periods and support our women in breaking the glass ceiling. At Kotex, we don’t just make pads, we actively identify problems women face when it comes to periods and tackle them with revolutionary solutions. Our disruptive new launch of Kotex ProHealth+ Sanitary Pads will end the old cycle of choosing between singular benefits and give young girls a chance to elevate to Healthy Period Protection. Because we truly believe – Period Or Not, She Can!”

Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India, said, ”Even in 2023, periods are still not spoken about openly. But today the young girls of India are braver, freer, and ready for change. Partnering with brand Kotex that has always stood for change, healthy period protection and women’s progress, we held #PeriodOfChange – the world’s first relay race where young girls passed a sanitary pad to each other, instead of a baton. They did this in front of a stadium full of people at India’s longest running sports fest – the Kila Raipur Sports Festival. With Kotex #PeriodOfChange we hope to inspire more and more people to bring periods out from behind closed doors and turn this into an open conversation.” 

Kila Raipur spokesperson, Colonel Surinder Singh Grewal (Retd), said, “At Kila Raipur Games, our goal has always been to provide equal opportunities to women and girls – whether it’s by encouraging participation or through equal distribution of prize money. When Kotex approached us with the #PeriodOfChange activity, we felt strongly about the message being communicated through the relay race. Period hygiene is the need of the day, but awareness of new ways of period care, even more essential. We are hopeful that this change that originated from Kila Raipur, not only impacts all women and girls in our village, but also across the globe.”


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