- Marketing Muse
- Posts
- Period campaign that turned up the volume, literally.
Period campaign that turned up the volume, literally.
A bold delivery that challenged silence and reshaped the narrative.
Radhika Agarwal
October 11, 2025
Hey, Quick Life Updates:
Diwali is love but when you’re running a full-fledged agency high on deadlines, married woman, having guests over, and have 10000 other things in plate, it seems less glamorous & you crave more rest than you crave mithais. But hey! Diwali is diwali. Anyway here’s a glimpse of me & my team doing it all .
So last month we worked on an outdoor strategy - comfort-first campaign for Florence (a period products brand) & while doing that I saw another brand that had already turned comfort into conversation.
Plush.
A quick scroll later, I found myself staring at something that looked nothing like a typical pad delivery. A beige envelope, stamped ‘Issued in Public Interest.’ Inside? A note that talks about awareness around menstrual hygiene along with a premium pad.
Glimpses of campaign
The Period Problem
In a country where conversations about menstruation are still hushed, Plush wanted to solve that silence and not just sell pads. Even today, millions of menstruators lower their voices when they say the word “period.” Pads get wrapped in newspapers. The medical I buy pads from gives it in a black bag like he’s giving me drugs. Stigma gets passed down like a family heirloom and while the feminine hygiene market in India is projected to hit ₹15,000 crore by 2029, the real progress will only come when the conversation grows louder.
Plush Idea? Turn Pads into Disruption
On Menstrual Hygiene Day, Plush partnered with Blinkit for a campaign that quite literally delivered change to people’s doorsteps. The brand sent out 25,000+ packages disguised as legal notices, each marked “Issued in Public Interest.”
Inside the envelope was a Plush pad and a letter that read:
“This is your final notice to put your comfort first.”
It was cheeky & powerful. And it worked. For once at least, people weren’t whispering about periods, they were talking, posting, and tagging. I’d love to have recieved this at my doorstep too.
Asking men about periods and one of them carries a pad?! Let’s go men helping women!
The Cultural Hack
Plush took something that usually hides (periods) and wrapped it in something that demands attention (a legal notice). The genius lay in the tension by blending discomfort with familiarity, the brand used Blinkit’s hyperlocal network to turn a simple home delivery into a national conversation starter because sometimes, to normalize something, you first have to make people uncomfortable enough to notice.
How they executed it
25,000+ “Issued in Public Interest” deliveries
Cities like Mumbai, Bengaluru, Pune, Hyderabad & Chennai, major cities covered.
Inside: A Plush pad + a heartfelt letter
Message: “Your comfort is not a bonus. It’s a basic need.”
And that’s not all! When people started unboxing the envelopes on Instagram, the digital leg of the campaign exploded with influencers, creators, and even regular customers amplified the message, turning #VolumeUpPeriod into more than a hashtag, it became a cultural moment.
The Impact
What started as an offline activation became a national conversation. Plush earned expression and not just impressions.
Over 25,000 homes reached.
Massive organic reach through UGC
Countless conversations that made “period talk” mainstream again.
Plush positioned itself as more than a hygiene brand, it became a change-maker in India’s evolving femcare landscape.
people showing off their Blink it X Plush encounter!
Key takeaways for brands:No more hush around periods: They saw and recognized that the silence around periods is the issue so they took the chance and made it the main topic and make sure they leave no space for silence.
Delivery for awareness: They took the channel of delivery as an ad space and took the chance to place the awareness around periods and that too with fun twists.
Powerful purpose: Discomfort that is caused around people talking about periods was challenged and met with fun and many people came around and led the change.
How offline marketing is the new online marketing: real world campaigns get more traction as compared to hashtags led online campaign
People sharing their experience on social handles
This campaign reminded me of something important:
When brands stop trying to fit in and start calling things out, they don’t just sell better, they stand for something bigger.
Plush was not sending pads but instead created a space where people felt free to speak and be comfortable and that, truly was issued in public interest because real talks happen when one is feeling free and comfortable. Lets do that here.
(Want more behind-the-scenes marketing stories? Subscribe to our weekly newsletter!)
Book recommendation:
The Handmaid's Tale : A chilling vision of a totalitarian theocracy, this classic dystopian novel is a haunting and powerful exploration of female oppression and the fight for autonomy in a society where women are valued only for their reproductive function.
(Did you know? Our newsletter subscribers get exclusive access to our case study archive!)
If you enjoyed this week’s marketing newsletter, you must check out our top 3 case studies here.
That's it for now.
Radhika.
Stay Connected with Blanq:
LinkedIn: Follow Blanq for industry insights and updates and me here for small doses of amazing write-ups.
Podcast: Tune into Copycats on Spotify for deep dives into marketing strategies.
YouTube: Subscribe to Blanq's channel for visual case studies and more.