Nua has launched a campaign #GoWithYourFlow, to bust the unrealistic myths about women on their periods. Conceptualised by Wondrlab, the film feature actor and brand ambassador Deepika Padukone and aims to tell the viewers that menstruating women are not as happy as they’re shown to be in the various ads.
The film begins with Padukone giving different angles of her smile, just the way women do in almost every period commercial. Towards the end of the posing, she reveals that all those smiles are fake, and that women are not happy, but uncomfortable with their regular itchy and poky pads. She then goes on to talk about Nua’s pads, which are toxin and rash free. In the end, Padukone is seen resting on a sofa, stating that Nua’s pads help her smile for real.
Ravi Ramachandran, co-founder and CEO, Nua, said, “With an aim to break the stereotype in advertising around menstrual health and to normalize the conversation about menstrual hygiene, we onboarded Wondrlab to come up with this powerful, new campaign. We found Deepika Padukone to be the perfect fit for our brand given the fact that her vision for the women of our country is in alignment with our brand’s objective. We want to spark meaningful discussions through this campaign and provide effective solutions to women in order to promote menstrual wellness. #GoWithYourFlow is a step in that direction and we will continue to build on this to foster an environment for better and healthier living for women in the years to come.”
Nameeta Saigal, head of marketing, Nua, said, “Nua products have been designed, keeping in mind the fact that every woman’s menstrual cycle is unique. We noticed that the existing menstrual care brands offer a single size pad within every pack, even though the period flow is not the same every day. Further, more than 50% of women experience varying degrees of period cramps, but there is no real solution offered to them to manage the pain. At Nua, we don’t want women to just ‘deal with it’. Our products are designed keeping women’s needs in mind and they enable them to go with their respective flows.”
Amit Akali, chief creative officer, Wondrlab, said, “When we sat with the strategy and creative teams, we realised the reality of periods is far different from its advertising. We decided to create a brand story based on reality – having real conversations and solving real period problems. Deepika was of course the perfect ambassador. She is known for her open conversations on topics that others are not comfortable speaking on – like periods. So, we had her take on cliches propagated by the category and then help solve real problems through the product in her own witty, charming way, that stands out from anything done in the category. With Wondrlab’s unique approach, we’ve created content for both top of the funnel and the bottom of the funnel through performance videos.”
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