MAM
Big TV, Fox Star join hands to promote ‘Avatar’
MUMBAI: Big TV, the Anil Ambani-owned direct-to-home (DTH) company, has entered into a marketing alliance with Fox Star Studios for promoting James Cameron’s magnum opus Avatar in India.
As part of the deal, Big TV will run a month-long 360 degree marketing campaign and will launch a 30-second English television commercial (TVC) featuring the cast of the film. The TVC is expected to go on air across 12 English channels including Times Now, AXN, Star World, Star Movies, and HBO from 15 December.
The DTH operator will also showcase interviews with Cameron and the stars of Avatar. The footage will also include behind-the scenes of the movie.
Reliance Big TV senior VP Umesh Rao said, “This partnership brings in enriched content to our subscribers and delivers larger than life experience through multiple grounds promotions planned across key cities.”
Fox Star Studios and Big TV are also creating special promotional zones across Mumbai, Delhi, Bangalore, Kolkata, Chennai, Hyderabad, Chandigarh, Pune, Ahemdabad and Jaipur at key multiplexes. Apart from this, tie-ups with Baskin Robbins and Big Cinemas have been finalised to create exclusive zones.
The tie-up is part of Big TV’s content strategy to introduce niche and unique content on its DTH platform, the company said in a release.
Avatar is releasing in theatres across the country in 2D, 3D and IMAX versions on 18 December. Fox Star Studios is releasing the movie worldwide.
MAM
Pee Safe launches Comfort Range, signs Smriti Mandhana
#BeInYourComfortZone campaign spotlights hygiene, confidence and ease
MUMBAI: Comfort isn’t a luxury, it’s a power play, and Pee Safe is batting firmly in that direction with a campaign that puts ease front and centre. The brand has rolled out its latest digital video campaign, #BeInYourComfortZone, alongside the launch of its new Comfort Range, while bringing on Smriti Mandhana as brand ambassador. The move ties product innovation with a broader narrative around confidence, positioning comfort not as an afterthought but as a daily essential.
The campaign leans into relatable, everyday moments where discomfort quietly chips away at confidence. Through a storytelling-led approach, it highlights how the right hygiene solutions can restore control and ease turning what is often a private concern into a more open, mainstream conversation. By doing so, the brand also nudges at long-standing taboos around intimate hygiene, framing comfort as both physical and emotional.
At the product level, the Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, designed to cater to different stages of the menstrual cycle. The emphasis is on combining protection with wearability products that promise freshness and reliability without disrupting daily routines.
Mandhana’s association adds a layer of credibility and cultural resonance. Known for her composure under pressure, she mirrors the campaign’s core message: confidence begins with feeling at ease. The choice of ambassador also signals Pee Safe’s intent to connect with a younger, more vocal audience that values both performance and authenticity.
The campaign marks a shift in tone for the category. Instead of focusing purely on functionality, Pee Safe is attempting to reframe hygiene as an enabler of confidence subtle, personal, yet impactful.
In a market often defined by hushed conversations, the brand is turning up the volume just enough to make one point clear: when comfort clicks, confidence follows.
