Title | STAYFREE DAUGHTER'S DAY |
Brand | JOHNSON & JOHNSON |
Product / Service | STAYFREE SANITARY PADS |
Category | B06. Not-for-profit / Charity / Government |
Entrant | DDB MUDRA Mumbai, INDIA |
Idea Creation | DDB MUDRA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Rahul Mathew | DDB Mudra Group | Thinking, writing, execution |
Pallavi Chakravarti | DDB Mudra Group | Thinking, writing, execution |
Tushar Sawant | DDB Mudra Group | Thinking, Art Direction |
Vinay Singh | DDB Mudra Group | Thinking, Writing the script. |
Yashima Yadav | DDB Mudra Group | Thinking, Art Direction |
Prasad Masekar | DDB Mudra Group | Art Direction |
Shreya Acharya | DDB Mudra Group | Thinking, writing, execution |
Anand Murty | DDB Mudra Group | Strategic thinking |
Sanchari Chakrabarty | DDB Mudra Group | Strategic thinking |
Ketan Rambhia | DDB Mudra Group | Strategic thinking |
Ankita Choudhary | DDB Mudra Group | Strategic thinking |
Shesha Shukla | DDB Mudra Group | Strategic thinking |
Anurag Tandon | DDB Mudra Group | Business Management |
Nishant Saurabh | DDB Mudra Group | Business Management |
Aaradhee Mehta | DDB Mudra Group | Business Management |
Megha Jaiswal | DDB Mudra Group | Business Management |
Spriha Walia | DDB Mudra Group | Business Management |
Riddhi Mehta | DDB Mudra Group | Film & Production |
Aditya Kanthy | DDB Mudra Group | CEO |
In India periods is associated with shame, taboo and most evidently ‘shush…’. It is assumed that it’s a mom’s job to have ‘The Talk’ with their daughters about periods. But what if dad’s initiated this conversation as well? In this film we see father-daughter duos being tricked into having a conversation about periods, disguised as an audition for an ad. As they start reading the script, midway through they realise it isn’t what they expected it to be. They begin to fumble, stutter and avoid eye contacts with each other. Clearly there is discomfort in talking about this subject, but we don’t stop, we go on with audition. In the end, all the participants open up and talk about periods more confidently. Fathers reassured their daughters that it’s a natural process and there’s nothing to be embarrassed about. Because it’s just a period.
In a country where menstruation is a subject of taboo across households. ‘Don’t go to temples’, ‘don’t enter the kitchen’, ‘don’t touch anything’ are commonly used phrases when young girls and women get their periods. There is cultural resistance in India towards having an open conversation about menstruation and accepting it for being what it is – a natural process. To bring a change to this scenario in the country, Stayfree is encouraging people to learn about this topic, openly talk about it and help normalise periods. After all, it’s just a period.