Sanitary pads are wrapped in newspapers in India to prevent them from being seen. Owing to this, young girls grow up believing that periods are inauspicious, something that needs to be hidden.

McKinsey Design takes a step towards helping these girls build a positive perception with periods from a young age. They do so by replacing the newspapers at medical stores with gift wrapping paper. A wrapped gift always gets kids excited about what’s inside. Not being ashamed of it from an early age will help them shape a future where pads don’t need to be wrapped at all.

D&AD – Wood Pencil (2019)
ADC Bronze Cube – The One Show (2020)
Global Awards – Finalist (2019)
Gold – Graphis New Talent (2020)


Rasesh Patkar CW
Swarna Thomas CW
Lavina Chandwany AD

Gift for her

McKinsey & Company

Helping girls build a positive perception with periods from a young age.

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Truthfully Yours

The New York Times

A campaign to remind the people that the NYT only reports the unbiased truth.

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Put a pin on it


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Fast news for slow times

The Guardian

UK's top daily newspaper launches a humorous campaign to communicate with young readers.

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The Next First

The North Face

A campaign to inspire and enable the next generation of Female Outdoor Enthusiasts.

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The Purple Pizza Project

Uber Eats 

A campaign to help women and children from domestic abuse discretely and immidiately. 

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