Don't Look Back

OMO

Integrated

2023

Copywriter:
Riona S Roy
Rafter Maguiat

Problem:

It’s 2023, and periods are still a massive taboo in India. Despite conversations opening up, there’s still a phobia shackling those who menstruate – the period stain on their laundry.

Idea:

With the ‘Don’t Look Back’ initiative, we inspire a new generation of Indian women to detach themselves from the regressive stigma of period stains and the anxious need to check their backs. We dare them to seize opportunities that lie ahead because Surf Excel has got their backs.

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This is student work. Names, characters, brands, places and incidents either are products of the author’s imagination or are used fictitiously. This work is designed to showcase the student’s ability to work with real world brands in real world applications. Any resemblance to actual events, brands, campaigns, locales or persons, living or dead, is entirely coincidental. This presentation is meant for educational purposes only.