Proease’s #BadalKarDekho campaign: Breaking barriers or banking on buzz?

Proease, a sanitary napkin brand from the house of RSPL, has launched its latest campaign, #BadalKarDekho, urging women to break free from societal expectations of ‘adjustment’ and embrace positive change. Featuring actor Tejasswi Prakash, the campaign inspires women to prioritise their comfort and well-being, starting with their choice of sanitary napkin. 

Conceptualised by Tonic Worldwide and executed by its in-house influencer and content marketing division, Loud or Nothing, the campaign sheds light on how society often expects women to adjust in every aspect of life, including tolerating discomfort in basic choices like sanitary products. It calls on women to reject unnecessary compromises and make choices that truly work for them.

The campaign began with a buzzworthy viral moment—a leaked video of Prakash addressing the unfair pressures women face to constantly adjust, which sparked widespread online conversations. Several influencers amplified the message, sharing personal stories of ‘adjustments’ they’ve made as women and standing in solidarity with the cause.

In the follow-up, Prakash directly addresses the discussions surrounding her video. She highlights the compromises women often make, whether in relationships, clothing, or even period products, and advocates for a shift toward comfort and empowerment.

She encourages women to try Proease GOXL, demonstrating how even small changes can provide superior, long-lasting comfort during their toughest days. Influencers further supported the campaign by sharing their own stories and directing audiences to the brand’s Amazon page.

Speaking about the campaign, Sudish Balan, co-founder and chief creative officer at Tonic Worldwide, said, "The insight for this campaign stems from the deep-seated expectation of 'adjustment' imposed on women. Period products should be liberating, not limiting. The superior benefits of Proease gave us the confidence to challenge inertia and disrupt the status quo with the bold #BadalKarDekho pitch.”

"Breaking inertia is tough and often requires a jolt. I’m delighted that the #BadalKarDeko campaign, in collaboration with Tonic Worldwide, not only captured instant attention but also resonated deeply with consumers by addressing everyday pain points often dismissed in the name of adjustment. The powerful insight and the choice of influencers made our proposition, embracing small changes for meaningful improvement and a better quality of life, truly relatable and authentic," said Harkawal Singh, vice president-global marketing at RSPL.

Campaign’s take: Proease's #BadalKarDekho campaign, featuring Tejasswi Prakash, tries to take a bold stand against societal expectations that demand women ‘adjust’ in every aspect of life—right down to their choice of sanitary products. The campaign’s central message encourages women to prioritise comfort and empowerment, showcasing Proease GOXL as a solution to period discomfort. However, its execution invites mixed reactions.

The campaign’s initial buzz stemmed from a ‘leaked’ video of Prakash confronting societal norms, sparking debates online. While the viral stunt grabbed attention, its overly staged nature risked diminishing its authenticity.

The follow-up video was more direct, with Prakash addressing these compromises and linking them to the benefits of Proease GOXL. This messaging was amplified by influencers who shared personal anecdotes of ‘adjustments’, adding relatability and reach.

While the campaign effectively highlights a relevant societal issue, there’s room to question its true intentions. Is the campaign genuinely advocating for women’s empowerment, or is it leveraging gender equity conversations to promote