Sofy launches digital film with Bhumi Padnekar to promote 'Sofy Cool’

The film also features Barkha Singh and Namrata Purohit

e4m by exchange4media Staff
Updated: May 29, 2019 6:03 PM
sofy

Unicharm’s leading feminine hygiene brand Sofy has unveiled a sanitary napkin 'Sofy Cool’ in India. The product comes with a “Coolpad Technology” which gives a feeling of coolness for an “Irritation Free Period”. The brand believes in providing innovative solutions to their consumers which helps to achieve their dreams even during their periods.

 According to Sofy’s research, 68%* consumers have a feeling of irritation from their sanitary napkins during periods. They look for products that can help them get them rid of feeling of irritation, warmth and stuffiness.  Sofy recognised this as one of the top needs for the females and launched the new product “Sofy Cool” that gives feeling of coolness for an irritation free period.

 Sofy unveiled the ‘Keep It Cool’ campaign which they launched through a series of digital films with Bhumi Padnekar, Barkha Singh and Namrata Purohit. The campaign captures small instances that women face in their day to day life and how Sofy helps them keep it cool during their period.

Yuji Ikeda, Marketing Director of Unicharm India, said, “As a brand, we are invested in understanding our consumers and their needs. Our research says that the top three factors that cause irritation during periods are stickiness, itching and sweating**. To address these issues and give girls an irritation free period, we launched Sofy COOL that gives a mild cooling sensation and persisting comfort for a long period of time.  Sofy COOL is a product that will not only help women stay comfortable during periods but also help them achieve their dreams and aspirations.”

 *Source: U&A Study, 2018 conducted by Nielsen

**Source: Qualitative Research conducted by Nielsen in 2018

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