Japan’s FMCG player Unicharm has announced Bollywood actor Anushka Sharma as its new brand ambassador for sanitary napkin brand Sofy.
By roping in Anushka Sharma, well known for her spunky and spirited roles in Bollywood movies such as ‘Band Baaja Baraat’ and ‘Ladies V/S Ricky Behl’, Unicharm intends to create a direct connect with the new-age woman.
Yukihiro Kimura, MD, Unicharm India said, “We are privileged to have Anushka Sharma as the new brand ambassador of Sofy, as she truly exudes the confidence of the brand. Roping in Anushka was a strategic decision as the company wanted a youth icon to represent the brand and also talk freely about the unique feature of Sofy Side Walls. Being the quintessential girl-next-door, the engagement of Anushka will work well for the brand, which intends to engage itself with the everyday girl.”
Unicharm aims to create an era where Indian women can take ‘pride in being a woman’ by leading a more active and confident lifestyle even during menstruation. It is through the new campaign that Sofy Side Walls aims to highlight the unique feature of flexible ‘Side Walls’ which prevent side leakage and staining along with the comfort of long lasting absorbency, thus, creating a sense of confidence in the go-getter woman of today.
On her association with Sofy, Anushka said, “I am very excited to be associated with Sofy, and am keen to create a new era where all Indian women will take pride in being a woman.”
On the latest TVC for Sofy, she added, “Sofy’s TVC is different. In the TVC, I am mostly myself – outspoken, confident girl who has a mind of her own. I believe the best way to convey Sofy’s message to all young girls is when I can be myself and directly talk to my audience. And I spell things out clearly. After all, it’s high time we stopped hush-hushing about periods and opened a mature conversation about it. Being a woman is about being free, independent and confident. I’m proud to be that woman.”