Case Study

How AnyMind Group Helped SOFY Reach Gen Z Women Through Mobile Gaming, Driving 3.6 Million Completed Views

SOFY, a leading feminine hygiene brand under Unicharm Corporation, offers a range of sanitary protection products designed for modern women seeking comfort, protection, and confidence. Despite strong urban brand recognition in urban India, SOFY faced a growing challenge: how to capture genuine attention in an increasingly saturated digital environment. The Challenge SOFY wanted to break through a highly saturated feminine hygiene category and drive meaningful awareness among digitally native women aged 18–25 across India's major metropolitan cities.