creative pitch campaign. SHE sanitary napkin wanted to launch its new range of
product "panty-liners" in the market. There was no near competition
to the product category, however the main obstacle was awareness amongst Indian
women for using panty-liners, which was a novel concept of hygiene in its own.
Concept: We cracked down various situations where a
panty-liner would have rescued the women from embarassment, trouble and other
problems. In that process, we found the functionalities of a panty-liner. Then,
the idea came along smoothly like a problem-solution concept. We showcased
pictorial depictions of situations where a woman would be relieved if she used
a panty-liner in a comic strip pattern aligning it with a discount attraction.
Mascot: We cracked the concept, but still we couldnt
define the entire visual without the help of a mascot. We designed a Mascot for
SHE as "Ms. Perfect" who was like an agony aunty with quick remedies
for all problems. A saviour, a real-life "wonderwoman". The comic
strip series was named as "SHE is Ms. Perfect".