Nua has partnered with Enormous Brands for a new digital campaign that brings attention to an often overlooked aspect of period care – pad irritation. Through a series of humorous and relatable films, the campaign explores how physical discomfort during periods can influence mood, reactions, and everyday interactions.

Video 1 : https://www.youtube.com/watch?v=_sxDpDifZIc&t=1s

Video 2: https://www.youtube.com/watch?v=9HVdbE89T6A

Video 3: https://www.youtube.com/watch?v=M7rdQ3ErNJ4

The campaign takes a light-hearted storytelling approach, showcasing exaggerated situations where small inconveniences trigger dramatic emotional responses. The films subtly suggest that the frustration may not be entirely caused by the situation itself, but by the irritation and discomfort associated with period products.

Unlike traditional period-care advertisements that often focus on energetic lifestyles and flawless comfort, the campaign attempts to portray a more realistic and relatable side of menstruation. By highlighting everyday annoyance and emotional sensitivity, the films aim to normalise conversations around physical irritation caused by sanitary pads.

The campaign consists of three digital films currently being rolled out across social media and digital platforms.

Speaking about the campaign, Sindhu Sharma said the idea stood out because it addressed something many women have accepted as a normal part of periods for years. She added that the campaign intentionally moved away from overly idealised portrayals of menstruation and instead focused on real-life emotional experiences women often relate to.

Nameeta Saigal said period care conversations have traditionally centred around protection, while irritation and comfort have received less attention. According to her, the campaign reflects Nua’s shift towards focusing not only on product functionality but also on the overall experience of period care.