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Executive Summary Sofy, Unicharm's flagship feminine hygiene brand in India, has pursued a distinctly consumer-insight-led brand strategy built on a single, repeatable positioning axis: physical comfort during menstruation. Unlike category incumbents who led with leak-prevention or aspirational empowerment messaging, Sofy chose to anchor its campaigns to the specific, documented physical discomforts women experience — stickiness, sweating, itching, and irritation — and build