Freedom of Niine

BrandingDigital MarketingSocial MediaInfluencer|Ongoing campaign - 12+ months

How Garage Collective built Niine's brand with the Freedom of Niine campaign - driving ₹1-2Cr monthly sales and national menstrual hygiene awareness.

The Numbers That Matter

₹0-2 Cr

Monthly sales achieved

The Challenge

Niine, a sustainable all-natural sanitary napkin brand, struggled to establish market presence in India's intensely competitive menstrual hygiene category. With established players like Whisper and Stayfree dominating shelf space and mind space, Niine needed to break through consumer clutter while also tackling the social stigma around period conversations in India - a dual challenge of brand building and cultural change.

^ the "houston, we have a problem" moment

Our Approach

^ step by step, no shortcuts

Celebrity partnership strategy with Akshay Kumar as brand ambassador for national credibility

Influencer collaborations with health, wellness, and women's empowerment creators

Social media campaigns designed to spark conversations about menstrual hygiene openly

Content marketing focused on education, destigmatization, and product benefits

Event sponsorships and on-ground activations to drive trial and awareness

The Solution

We developed the 'Freedom of Niine' campaign - a bold, multi-platform initiative that broke down barriers and openly addressed periods, sparking a nationwide conversation. Instead of the typical blue liquid ads, we created content that was honest, empowering, and shareable. Akshay Kumar's involvement brought mainstream attention, while micro-influencer collaborations drove authentic engagement with the target audience. The campaign positioned Niine not just as a product, but as a movement for menstrual hygiene awareness.

^ that's the big brain move

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