This Menstrual Hygiene Day, Plush isn’t just sparking a conversation – It’s rewriting the tone of it.
Mumbai: This Menstrual Hygiene Day, Plush and Blinkit are delivering more than just pads — they’re delivering a wake-up call.
In a disruptive offline-first campaign, Plush – India’s favourite femcare brand – partners with quick commerce company, Blinkit to turn homes into ground zero for cultural change.
Each home receives what looks like a formal legal envelope – the kind that usually spells trouble. But inside is something far more urgent: A bold call to action.
“This is your final notice to put your comfort first.”
With a Plush 100% rash-free pad.
This bold activation is part of Plush’s mission to build a #PeriodFriendlyWorld – a world where period care isn’t whispered about, hidden away, or treated like an afterthought. It’s about dignity, not discomfort. Confidence, not compromise. It’s about serving notice to silence, stigma, and shame.
The campaign also builds on Plush’s digital movement, “Volume Up. Period.” – based on a powerful insight: most menstruators instinctively lower their voices when talking about periods. Not because they want to, but because they’ve been conditioned to. This campaign aims to change that, encouraging menstruators to raise their voices and make the change.
And we are here to change that & turn the Volume up. Period.
“Periods have been tiptoed around for too long – inside homes, offices, and even marketing boardrooms,” says 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 prioritized. It’s about making room for honest conversations, and ensuring that something so fundamental is never out of reach.”
With Blinkit’s delivery network and Plush’s comfort-first innovation, this campaign sets precedence for how brands can drive cultural change through creative collaboration and direct-to-home consumer engagement.
As part of the activation, anyone ordering feminine hygiene products on Blinkit in Bengaluru, Hyderabad, Mumbai, Pune, and Chennai on May 27th and 28th will receive this bold ‘Public Interest Notice’ envelope, with the campaign aiming to reach over 25,000 homes, sparking meaningful conversations right at their doorstep.
This Menstrual Hygiene Day, Plush isn’t just sparking a conversation – It’s rewriting the tone of it. Because building a #PeriodFriendlyWorld means breaking down what’s been normalised for too long – and turning up the volume on what menstruators truly deserve.
And it all starts with one powerful delivery.
