Sofy collaborates with Sara Ali Khan to redefine period management

Through a campaign for the Sofy Anti-Bacteria range, Sara inspires girls to embrace periods fearlessly.

Sofy, a feminine hygiene brand by Unicharm, has announced to on-board popular celebrity Sara Ali Khan as its new brand ambassador. This partnership aims to resonate with the aspirations of GenZ girls who seek confidence, comfort, and worry-free periods in their fast-paced lives.

Sara Ali Khan, known for her dynamic presence and relatable persona, is all set to represent Sofy Anti-Bacteria range in a new TVC. The commercial, showcasing a day in Sara's life, emphasises her hectic routine, effortlessly balancing professional commitments and personal life. Sofy's long-hour leakage protection ensures that Sara can conquer each day without the concern of leakage, smell, or bacteria.

The TVC spotlights on the features of Sofy Anti-Bacteria range. Through the TVC, the brand stands out as a reliable solution, offering the confidence and comfort that modern, active girls seek thus making it the ideal choice for staying worry-free and confident during their periods. As the brand says, "hum aage aage duniya peeche peeche," Sofy remains dedicated to supporting girls on their journey to greatness.

Vijay Chaudhary, managing director, Unicharm, says, "The collaboration with Sara Ali Khan as the brand ambassador for Sofy further underlines Unicharm's dedication in meeting the hygiene needs of girls during periods by offering them the highest product standards."

Sara Ali Khan shared her excitement about the partnership, stating, "Every girl deserves a partner that understands her dreams and supports her journey, and Sofy has always been my trusted partner. With this association, I take pride in endorsing a product that aligns with the aspirations of the youth today to embrace a lifestyle that's ambitious and fearless."

Talking about the campaign, Bhavana Dogra, Sr. VP & EBD, VML India, added, “We are proud to have worked with team Sofy on their latest campaign with Sara Ali Khan. Sara represents the young girl of today who is confident, aspirational and can’t let fear of periods come in the way of achieving her dreams.”