When the conversation around periods had yet to begin. 

When ‘Padman’ wasn’t even a gleam in Akshay Kumar’s eyes.

When the lead market player was a shark compared to this little fish.

We dared Sofy to swim against the current. Call it out. P- e-r-i-o-d. 

The result was a digital campaign that got the brand noticed and brought conversation around periods out in the open. People didn’t just talk about it, they laughed, slam poetried and sang about it too.