Creative agency, Yellow, has collaborated on a new campaign with period underwear brand Nushu, founded by Avisha Jhunjhnuwala. “Our creative direction aimed to capture honesty, ease, and confidence, not to tiptoe around them, but to make space for them,” said Yellow, adding that the result is a visual story that celebrates comfort, individuality, and the strength of feeling at home in your own skin.
The creative direction positioned Nushu as “The Empowerer,” embodying a visual world of electric purples, lush corals, and calm neutrals. The campaign used movement, posture, and light to express freedom and confidence.
“We told Yellow we wanted period care to look nothing like the category and they truly delivered,” said Jhunjhnuwala.
“The bold colours and expressive poses capture exactly what Nushu stands for; rewriting the narrative of periods. They translated our vision into something bold yet beautifully simple and grounded.”
This collaboration also allowed Yellow to step beyond the usual boundaries around discussing period care, a topic often left unspoken, even in creative spaces.
“With over 80% of our team being women, it opened space for real, thoughtful conversations across the office, helping us break stereotypes to see the subject with greater honesty and empathy,” said Yellow.
“Periods are not meant to be hidden; they’re meant to be understood,” says Riya Roy, Account Director at Yellow.
“Our goal was to make period wear feel equally important, not something you buy in secret, but something you wear with pride.”
The photoshoot brought together women of different shapes, sizes, and identities, making ‘all body types, all types of flow’ not just a line, but the creative heart of the campaign.
“We wanted to capture everyday boldness, soft yet strong. The imagery had to say, ‘this is me, this is my body, and I’m proud of it,’ creating a strong and lasting presence,” said Surbhi Arya, Senior Graphic Designer at Yellow
