MUMBAI: SOFY, a feminine hygiene brand by Unicharm, has launched a new TVC featuring brand ambassador Sara Ali Khan. The campaign introduces SOFY’s sanitary napkin with six Layer Deep Absorption Technology and Herbal Sheet, designed to help prevent irritation, promote hygiene, and offering comfort throughout the day.
The TVC highlights the common discomfort women face during periods, often described as “chip chip”(stickiness). This irritation, often resulting from inadequate absorption or extended use, can cause dampness and unease. Through metaphors like tea dips and water splashes, the ad aims to capture this nuisance. Khan introduces SOFY’s napkin, offering a solution that looks to keep skin dry and fresh with antibacterial properties and advanced absorption technology.
“Periods can be a challenging time for women, and at SOFY, our goal is to make those days as comfortable as possible. The new SOFY sanitary napkin with 6 Layer Deep Absorption Technology and Herbal Sheet reflects our dedication to addressing their needs with thoughtful innovation. We’re thrilled to have Sara Ali Khan as the face of our campaign, enabling women to embrace their period journey with confidence,” said Yuji Ikeda, MD, Unicharm India.
Aligned with SOFY’s tagline, ‘Your Dream, Your Way’, the campaign looks to embrace the vibrant energy of today’s youth—who are candid, liberated, and spirited. SOFY understands that every individual has their own pace and unique path to achieving their dreams and respects these diverse energies and aspirations. Whether tackling challenges head-on or finding joy in the little things, SOFY supports all dreams, big or small, with products that offer reliable comfort and care.
Bhavana Dogra, senior VP VML India, said, “This campaign reflects the evolving needs of modern women who value functionality and comfort. Working with Sara Ali Khan allowed us to craft a vibrant, relatable narrative that resonates deeply with our audience. The #SkipChipChipWithSOFY message conveys the superior benefits of SOFY’s new offering in a fun and engaging way.”
With this campaign, SOFY is looking to reaffirm its commitment to inspiring young women to embrace their individuality and live life on their terms. By understanding and respecting their unique paths and aspirations, SOFY looks to ensure that women feel supported, confident, and free to achieve their dreams with comfort and ease, no matter how they choose to pursue them.
TVC Link:
