Mumbai: Proease, a sanitary napkin brand from RSPL, has launched its empowering new campaign, #BadalKarDekho, encouraging women to reject societal expectations of constant “adjustments” and embrace positive change. Featuring popular actress Tejasswi Prakash, the campaign highlights the importance of prioritizing comfort and well-being, starting with period care.
The campaign, conceptualized by Tonic Worldwide and executed by its influencer division Loud or Nothing, addresses the societal norms that often compel women to make compromises in all aspects of life—including their choice of sanitary products. By challenging these expectations, the campaign advocates for women to choose what truly works for them.
The initiative began with a bold move—a “leaked” video of Tejasswi candidly addressing the unfair pressures faced by women to constantly adjust. The video quickly went viral, sparking conversations across social media. Influencers joined the conversation, sharing personal experiences of “adjustments” they’ve made as women and championing the campaign’s cause.
In the follow-up, Tejasswi directly addressed the viral buzz, emphasizing the need to challenge these societal norms. She highlighted the compromises women often make in relationships, clothing, and even essential choices like period products. Through the campaign, she urged women to try Proease GOXL, which offers superior comfort and long-lasting protection during periods, showcasing how even small changes can lead to a better quality of life.
Sudish Balan, Co-founder and Chief Creative Officer at Tonic Worldwide, shared the inspiration behind the campaign, “The insight for this campaign stems from the deep-seated expectation of ‘adjustment’ imposed on women. Period products should be liberating, not limiting. Proease’s superior benefits gave us the confidence to challenge inertia and disrupt the status quo with the bold #BadalKarDekho pitch.”
Adding to this, Harkawal Singh, VP Global Marketing at RSPL, commented, “Breaking inertia is tough and often requires a jolt. I’m delighted that the #BadalKarDekho campaign 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 message truly relatable and authentic.”
The campaign, amplified through social media influencers and the brand’s Amazon page, is a call to action for women everywhere to embrace change and prioritize their comfort, making #BadalKarDekho a rallying cry for empowerment and self-care.
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