Paree Sanitary Pads, The heavy flow champion
One of the most important things for start-up brands is to create innovations to attract consumers away from well established brands.Soothe Healthcare, a 3 year old company manufacturing sanitary pads, worked tirelessly to create this very innovation.
Discomfort faced by women during their periods hits the peak during the sudden, crippling heavy flow moments.Regular sanitary pads have never been able to satisfy this massive consumer need.
The new Paree sanitary pad offers a never-before quick absorption and a feeling of dryness in as little time as 3 seconds, significantly faster than other brands in the market.
This helped the agency and client to position the brand as Heavy Flow Champion and create the ‘1-2-3, I’m wetness free” integrated campaign. It highlights the life of a progressive woman who overcomes the crippling heavy flow worries during her moments of glory. The first of the 3 TVCs is already on air and the next two will soon follow.
Speaking on the campaign, Sahil Dharia, Founder & MD of Soothe Healthcare, manufacturers of Paree, said “Innovation is one our core values and our unique product proposition of ‘Heavy Flow- 3 Second absorption’ is complimented by a communications and media strategy that fit well together. Paree is India’s first professionally managed feminine hygiene brand to reach scale with a progressive brand story to tell. We look forward to working with Thinkstr to push the envelope on bringing this category out of the closet”
Satbir Singh. Founder & CCO, Thinkstr, Paree’s agency, added "While 3 seconds is a small time, for the woman who has just experienced a heavy flow moment, especially in public, it is a very, very long, almost slo-mo passage of time. Paree absorbs the heavy flow to dryness in 3 seconds. This is liberating. We wanted to create a memorable audio quote. Hence, “1-2-3, I'm wetness free."