Paree launched a digital campaign, #APadThatBreathes with Kusha Kapila and other influencers to introduce the newest addition to its premium product range – Paree Prima Sanitary Pads and Pantyliners through creative and humorous content.
As a part of the campaign, the videos by Kusha Kapila and other influencers are a step forward in creating conversation on the most important aspect of the sanitary pad - its breathability. It further highlights the benefits of comfort and confidence that Paree PRIMA will offer.
Speaking on the launch, Sahil Dharia, Founder, CEO, Soothe Healthcare said, “We are a women-centric brand, who understands her hygiene needs. Paree's brand proposition has always been of HEAVY FLOW CHAMPION and with this launch, we want to focus on the premium offering giving her a gentle and irritation-free experience. To launch Paree Prima we took the route of wit and humor to open the dialogue on the importance of her needs and features that women look for in the product. Through this campaign, our call to action for women is to provide them with the pad which lets them breathe and keeps them fresh at all times.”
Commenting on the association with Kusha Kapila, Samta Datta, General Manager, Marketing said, “Launching premium products during a pandemic, especially with severe restrictions around, can demand marketing to start with innovative thinking. With the Paree Prima's launch, we intend to break the culture of silence in the category with a touch of humor. An intimate & funny glimpse of the period blues is the kind of content that our TG will engage on their phones today”
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