Soothe Healthcare along with Thinkstr comes up with TVC for Paree sanitary pad

The first of the 3 TVCs is on air and the next two will soon follow

e4m by exchange4media Staff
Updated: Nov 14, 2019 4:40 PM

Soothe Healthcare has come up with its first TVC campaign for Paree sanitary pad.

The integrated campaign is aimed at positioning the brand as Heavy Flow Champion and is based on the ‘1-2-3, I’m wetness free’ motto. 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, said: "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."

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