Ozone 1M addresses intimate hygiene in power-packed campaign

RK Swamy BBDO Delhi has launched an engaging digital and on-ground campaign – #ThatsMyDate – for Ozone 1M, a brand of intimate hygiene products for women. The objective of this initiative is to create awareness among women about the importance of intimate hygiene. 

May 28, Menstrual Hygiene Day, which is celebrated globally to raise awareness about women’s intimate hygiene and to promote menstrual hygiene management, was chosen as the perfect launchpad for an initiative like this. 

Ankur Suman, Creative Head, RK Swamy BBDO, Delhi, commented, “We can’t make women aware unless we first open them up on the topic of menstruation. And to help them open up, we needed to start with something as simple as asking them to talk about their menstrual date. Period.” 

A few days before Menstrual Hygiene Day, several women were contacted through private messages on social media, urging them to upload their photos mentioning their next menstrual date along with #ThatsMyDate on their social profiles. It created a buzz and soon many more women pitched in, flooding the social media with these messages. 

The on-ground activity was launched on May 28, 2017 at an event organised by NGO Sacchi Saheli, at Inner Circle, Connaught Place in Delhi. Thousands of women from different walks of life came forward to show their support by sharing and signing their menstrual dates and uploading their photos on social media. A peppy theme song was also unveiled that added a fresh vibe to the activity. Free sampling of 1M Intimate Cream Wash was also done. 

Neeta Agarwal, CMO, Ozone Group, added here, “As a brand, we always wanted to promote the importance of intimate hygiene among as many women as possible. Looking at the phenomenal success of #ThatsMyDate campaign, we are now planning to go to next level by taking this initiative pan-India.”