As a brand that believes in ensuring that a period never gets in the way of any woman’s progress, Kotex globally supports the destigmatizing of periods and products. At India’s longest-running rural Olympics, The Kila Raipur Sports Festival 2023, Kotex organized a relay race where instead of the usual baton, young women athletes passed an open sanitary pad, creating a disruptive conversation around periods. To drive views to this unique event, an integrated approach was utilized with the race and the winning ceremony documented on video. The video featured inspiring moments from the race, bytes from the participants & organizers, and reactions from the audience.