KYOORIUS CREATIVE AWARDS - Experience & Activation (Guerrilla Stunts & Activations)

#PeriodOfChange - Kimberly-Clark India - Kotex JPG
#PeriodOfChange - Kimberly-Clark India - Kotex MP4 2m:05s

#PeriodOfChange
Brand: Kotex
Client: Kimberly-Clark India
Entrant: Ogilvy India

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#PeriodOfChange - Kotex - Kimberly-Clark India

Baby Blue Elephant

Entry Title: #PeriodOfChange
Brand: Kotex
Client: Kimberly-Clark India
Entrant Company: Ogilvy India
Description: 680+ million menstruators in India.
But periods are a dirty secret nobody talks about.

Imagine you’re 9 years old and start bleeding, with no idea why. That’s what 71% of girls go through. This secrecy is heightened in rural areas, that’s 65% of India’s 1.4 billion population. Too ashamed to ask for pads, they use unhygienic rags and are forced to drop out of school and sports.

Kotex is a legacy brand that firmly believes in creating a world where a girl’s progress is unstoppable. The first step to eliminating this barrier was to create an environment where girls can access the information they need without fear and embarrassment. That’s why Kotex had to bring periods out from behind closed doors and turn them into an open conversation.

Kotex #PeriodOfChange, held at Kila Raipur Rural Olympics, was the world’s first relay race where 16 young female athletes passed open sanitary pads to each other instead of the usual baton, to bring periods out of hiding and trigger a movement for open period conversations. Through this campaign, Kotex intended to become the beacon of change for young girls in rural India for whom period taboos had become a barrier to progress.
Company Credits: Ogilvy India
Company Credits: Production: Untitled Production
Company Credits: Activations: Globus Events, Delhi
Individual Credits: Kainaz Karmakar, Chief Creative Officer, Ogilvy India
Individual Credits: Harshad Rajadhyaksha, Chief Creative Officer, Ogilvy India
Individual Credits: Sukesh Nayak, Chief Creative Officer, Ogilvy India
Individual Credits: Tanuja Bhat, Senior Executive Creative Director, Ogilvy India
Individual Credits: Siddhesh Telang, Group Creative Director, Ogilvy India
Individual Credits: Kinni Mehta Gupta, Associate Creative Director, Ogilvy India
Individual Credits: Rohit Kasar, Associate Creative Director, Ogilvy India
Individual Credits: Mayuri Patil, Senior Visualizer, Ogilvy India
Individual Credits: Beenu Kurup, Senior Vice President - Account Management, Ogilvy India
Individual Credits: Sunny Dsouza, Client Services Director, Ogilvy India
Individual Credits: Ahana Banerjee, Account Supervisor, Ogilvy India
Individual Credits: Abigail Dias, Executive Vice President - Planning, Ogilvy India
Individual Credits: Krishnakant Mishra, Vice President - Activation & Branded Content, Ogilvy India
Individual Credits: Kishor Manjrekar, Management Supervisor - Activations, Ogilvy India
Individual Credits: Lorraine Martin, Chief Communications Officer, The Ogilvy Group
Individual Credits: Saakshi Verma Menon, Marketing Director, Kimberly-Clark India
Individual Credits: Gayatri Kannan, Category Head - Adult & Feminine Care, Kimberly-Clark India
Individual Credits: Nivedita Saily, Marketing Manager, Kimberly-Clark India
Individual Credits: Akanksha Sagar, Senior Brand Manager, Kimberly-Clark India
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