Kotex, a female hygiene brand is now relaunching in India, with Kotex Overnight Period Panties, a product that provides period protection on heavy flow nights.
The company claims that its Overnight Period Panties will break the old cycle of night-time discomfort and anxiety on heavy flow nights, by bringing in complete 360 degree protection for anxiety-free and restful nights.
‘I Own the Night, I am the Change’ is the message that underlines the campaign and the target audience. The campaign focuses on empowering girls to break the cycle and focus on their passions to progress. It talks about how each girl owns the night her way, period or not.
Saakshi Verma Menon, Marketing Director, Kimberly – Clark India said – “As a brand, Kotex strives to work towards a world where a period never stands in the way of a girl’s progress. The Indian girl today, understands that periods are a natural process and openly wants to challenge any taboos or pre-existing negative biases that exist around it. We relaunch Kotex in India with the innovative and convenient Overnight Period Panties. As a woman I can vouch for how life changing this product is and I am thrilled to be able to launch this for the women in this country. Kotex overnight period panties offer women an unparalleled experience of a 360 degree leak free protection. For decades, women have been held back at night and periods have been a yet another reason for it . With the launch of this product, we encourage women to not let their period hold them back so they can own the night – in whatever way they choose to”
Tanuja Bhat, Sr. Executive Creative Director, Ogilvy India says, “In a world that says that girls should be back home before night sets in, Kotex as a brand believes that confident, young girls can proclaim, ‘I own the night, I am the change’ and freely do as they please; be a professional gamer, a hula hooper, a night rider or simply take a rest night. The brand launch campaign challenges society’s regressive mindset and gives girls a powerful statement, an anthem that captures their unstoppable spirit as they set out into the world. The innovative product – Kotex Overnight Period Panties, challenges traditional formats and offers modern, superior period protection. Together, they bring alive the Kotex belief that ‘Periods should not come in the way of a woman’s progress’.”
Kotex has also launched their website kotex.co.in which is a content hub for all things periods and a one-of-a-kind period tracker that helps. The company also gives them an opportunity to become a part of the Kotex Tribe, where there is period management information and period tracker that helps the young women of today to be in charge and not let periods disrupt their day-to-day lives.
