Brands
Plush and Blinkit deliver pads with a purpose this Menstrual Hygiene Day
MUMBAI: Most people dread a legal-looking envelope but this one holds no fines, just facts. In a bold, attention-grabbing move for Menstrual Hygiene Day, femcare brand Plush has teamed up with quick commerce platform Blinkit to deliver more than just products, they’re delivering a cultural reckoning. In five Indian cities, over 25,000 homes received what appeared to be formal legal notices. But instead of summons, the sleek envelope bore a blazing message: “This is your final notice to put your comfort first.” Inside? A Plush 100 per cent rash-free pad and a mission to challenge the silence around periods.
As part of its larger PeriodFriendlyWorld campaign, the activation brought period care straight into the spotlight (and the living room), removing the metaphorical brown bag from sanitary pads and giving menstruators permission to expect dignity, comfort and normalcy.
The campaign ties into Plush’s wider digital movement, “Volume Up. Period.” which addresses a quiet truth: most menstruators instinctively lower their voices when talking about periods, not out of choice but conditioning. Plush is on a mission to unlearn that silence.
“Periods have been tiptoed around for too long inside homes, offices, and even marketing boardrooms,” said Plush co-founder Prince Kapoor. “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.”
Blinkit Senior vice president for revenue Anish Shrivastava added, “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 ran across Bengaluru, Hyderabad, Mumbai, Pune, and Chennai on May 27 and 28, making a case for how direct-to-home marketing can become a megaphone for cultural change. And while the pads were soft, the message was loud and clear: periods aren’t taboo, they’re part of life and they deserve to be treated that way.
Because building a PeriodFriendlyWorld doesn’t start with a billboard, it starts at your doorstep.
Brands
Rohini Laya Venkateswaran named executive director at Gillette India
P&G veteran with two decades of experience steps into leadership role
NEW DELHI: Rohini Laya Venkateswaran has been appointed executive director at Gillette India Pvt. Ltd., bringing with her more than two decades of experience across sales, strategy and brand leadership within the consumer goods sector. In her new role, she will help steer the company’s strategic direction and growth while strengthening its footprint in the grooming and personal care category.
Venkateswaran joins the board after a long career at Procter & Gamble, where she spent nearly 21 years shaping sales strategy, building brands and driving market expansion across India and international markets.
Most recently, she served as chief sales officer for India at P&G. Prior to that, she was vice president and country manager for east gulf markets, overseeing operations in Kuwait, Oman, Bahrain and Qatar while also guiding sales strategy across the Gulf region, including the UAE.
Earlier in her career, she led sales strategy and planning for India while serving as marketing leader for brands such as Olay and Old Spice. During this stint, she focused on reshaping go-to-market channels and building awareness through digital, social and influencer-led campaigns to drive growth.
Her journey at P&G also included roles such as director sales strategy and planning leader India, associate director modern retail and ecommerce, regional manager for Delhi and Rajasthan, and several key account and trade marketing roles across the country. She also spent time in the United States working on the P&G Walmart international team, collaborating on global retail initiatives.
Venkateswaran holds an MBA in marketing from SP Jain Institute of Management and Research and a bachelor’s degree in mechanical engineering from RV College of Engineering.
With her mix of sales acumen, brand-building experience and global exposure, Venkateswaran’s appointment signals a sharpened focus on growth and market leadership for Gillette India.
