V-Bath’s New Campaign #IssuedInPubicInterest Emphasizes On Women’s Hygiene

V-Bath, a personal cleanliness brand for ladies by Lupin has started a campaign #IssuedInPubicInterest which centers around vaginal health and features the significance of intimate hygiene and cleanliness. This topic in India to a great extent is disregarded and ignored. In 2019, also they started a campaign, ‘SAHI BAAT’. A digital-first marketing and advertising agency, SoCheers has conceptualized and executed the campaign.

For the campaign, SoCheers chose to adopt an imaginative strategy to the trending ‘issued in public interest’ point, to associate effectively with young millennial audiences. 

Remarking on the campaign, Rajni Daswani, Director at SoCheers stated, “Vaginal health isn’t something you hear individuals discussing. These hygiene issues are kept reserved for a visit to a gynecologist. Through the #IssuedInPubicInterest campaign, our aim is to get individuals to discuss it openly and cause them to understand the significance of intimate hygiene. We are glad and happy to partner with Lupin Life in taking forward this message to the women at large”.

A study was conducted which highlighted that 45% of women experience regular vaginal issues, which influences their personal satisfaction; 25% of women suffer from abnormal discharge once a month. Around half of women suffer in silence but don’t talk or speak about it. 

Women frequently decide not to concentrate on their intimate hygiene issues and avoid talking about it as they are shy of discussing such things. To break this taboo in India, V-Bath launched its first digital campaign in 2019 known as ‘Sahi Baat’ which aimed for spreading awareness about the need to begin discussions about vaginal health problems 

#IssuedInPubicInterest builds on their past campaign and focuses on creating awareness about the advantages and significance of an intimate wash as well as focusing on the fact overlooking intimate hygiene is not okay any longer.

The campaign is live on V-Bath’s social pages and is based on conveying the expected message. To help spread the message to a bigger crowd, V-Bath joined hands with popular actress Shweta Tripathi Sharma, famous advanced influencers like Dolly Singh, Ahsaas Channa, and Divya Agarwal and well- known TV actress Kishwer Merchant. The campaign also incorporated a Mother’s Day home-shot video made and created by SoCheers Films, which features the significance of intimate hygiene in your everyday routine.