On Menstrual Hygiene Day, feminine care brand Plush and quick commerce platform Blinkit launched a campaign aimed at promoting open conversation around menstrual health.
The initiative features an offline activation where households receive envelopes resembling formal legal notices. Inside is a message urging menstruators to prioritise their comfort, along with a Plush sanitary pad. The envelope reads: “This is your final notice to put your comfort first.”
The campaign is part of Plush’s ongoing efforts to promote a #PeriodFriendlyWorld. It supports the brand’s digital initiative, “Volume Up. Period.”, which highlights the tendency of menstruators to lower their voices when discussing periods. The campaign encourages them to speak openly and challenge the associated stigma.
“Periods have been tiptoed around for too long – inside homes, offices, and even marketing boardrooms,” said Prince Kapoor, Co-founder of Plush. “This campaign isn’t just about delivering pads – it’s about speaking up. To expect better. To demand comfort. To turn the Volume Up. Period. We’re proud to do it in partnership with Blinkit, who help us take this message straight into the homes where it matters most.”
Anish Shrivastava, Senior Vice President - Revenue, Blinkit, said, “This Menstrual Hygiene Day, we’re proud to collaborate with a femcare brand like Plush to support a cause that underscores the need for period care to be seen, respected, and prioritised. It’s about making room for honest conversations, and ensuring that something so fundamental is never out of reach.”
The campaign is being carried out in Bengaluru, Hyderabad, Mumbai, Pune, and Chennai on 27 and 28 May. Customers ordering feminine hygiene products on Blinkit in these cities will receive the notice along with their delivery. The campaign is expected to reach over 25,000 households.
