India – In a recent offline-first initiative, India-based femcare brand Plush has partnered with quick commerce platform Blinkit to use home deliveries as a medium for raising awareness around period comfort and menstrual stigma.
Timed with Menstrual Hygiene Day, the campaign delivers what appears to be a formal legal envelope to households—a format typically associated with official notices. Instead, recipients find a striking message inside: “This is your final notice to put your comfort first.”
The initiative is part of Plush’s broader effort to foster a more open and inclusive environment around menstruation. The campaign calls attention to how period care is often downplayed or treated as secondary, advocating instead for comfort, dignity, and open conversation.
It also ties into Plush’s ongoing digital campaign, “Volume Up. “Period”—which highlights a common behaviour among menstruators: lowering their voices when discussing periods. The campaign seeks to challenge this norm, encouraging individuals to speak more openly about menstrual health and advocate for their needs.
Prince Kapoor, co-founder of Plush, said, “Periods have been tiptoed around for too long – inside homes, offices, and even marketing boardrooms. 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.”
Leveraging Blinkit’s delivery network, the campaign uses a direct-to-home approach to engage consumers in conversations around menstrual health and comfort. The initiative highlights how brand partnerships can be used to spark cultural dialogue through everyday interactions.
As part of the activation, customers ordering feminine hygiene products via Blinkit in Bengaluru, Hyderabad, Mumbai, Pune, and Chennai on May 27 and 28 received the campaign’s distinctive ‘Public Interest Notice’ envelope. The effort aimed to reach over 25,000 homes and initiate discussion at the household level.
By reframing how period care is presented and discussed, the campaign aligns with Menstrual Hygiene Day’s broader goal of challenging stigma and encouraging more open conversations around menstruation.
Anish Shrivastava, senior vice president of revenue at 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.”