Frido turns dating “Red Flags” into a national conversation on body pain

This Valentine’s Day, Frido, India’s leading D2C ergonomics and comfort solutions brand, is turning the internet’s favourite dating phrase into a national conversation on body awareness with its latest campaign, “Red Flags Hurt.”

In a culture where spotting emotional red flags has become second nature, Frido is asking a sharper question: Why are we so quick to call out toxic behaviour, but so slow to address the pain our own bodies signal every day?

Taking the conversation beyond digital, Frido has executed a high-visibility outdoor takeover across key urban hotspots. Large-format billboards declaring “If it hurts constantly, it’s a RED FLAG” have appeared across high-traffic junctions and transit points, transforming everyday commute routes into cultural conversation starters. Each installation integrates a prominent QR code, inviting passersby to literally “scan to choose comfort,” bridging physical visibility with digital action.

The campaign doesn’t stop at static formats. Frido has extended the message into wearable media, bold campaign tees that turn individuals into walking billboards, carrying the same red-flag messaging into public spaces, cafes, offices, and social gatherings. The intent: make the message impossible to ignore.

Speaking about the idea behind the campaign, Ganesh Sonawane, Co-founder and CEO of Frido said, “Valentine’s Day today is increasingly about understanding what you deserve, not just in relationships but in life. People openly talk about emotional red flags, but physical red flags are often ignored. Pain is not something anyone should have to live with. Through this campaign, we wanted to use a familiar cultural language to remind people that comfort is a choice, and choosing it is a form of self-respect.”

Instead of positioning Valentine’s Day as purely romantic, Frido reframes it as a moment of self-respect, encouraging consumers to “break up with pain” and shift the narrative from external validation to internal wellbeing. At a time when increasingly sedentary lifestyles, rising screen exposure, and growing awareness around musculoskeletal health are reshaping how India experiences everyday discomfort, the conversation feels especially relevant. Yet pain continues to be normalised. Rather than resorting to medical alarmism, Frido uses cultural relevance and relatable language to prompt behavioural reflection and reframe comfort as a conscious choice.

With “Red Flags Hurt,” Frido moves beyond product storytelling into cultural commentary -blending humour, behavioural insight, outdoor visibility, and digital virality into a cohesive, high-impact Valentine’s moment