MAM
Zee crosses network borders to promote ‘Hum Paanch’
MUMBAI: Zee TV will promote Hum Paanch on MTV and a few news channels. The channel is initiating this ‘cross-border’ promotion to lure younger audiences.
Zee TV marketing head Tarun Mehra explains, “We had earlier adopted this strategy for Time Bomb to attract male audiences. Now the same strategy for Hum Paanch targets youngsters. We have to create a certain kind of awareness among the young viewers (who have just started watching television seriously and are probably unaware of the soap’s past glory) about this show and hence we will be promoting it outside the Zee Network.”
Hum Paanch from the Balaji stable had been a tremendous success during its four year stint on Zee TV, from 1996-2000. On its second coming, the channel hasn’t adopted any heavy-duty promotional strategy for the sitcom because it feels that the past success will definitely play a crucial role in driving the numbers.
“The soap itself is a strong brand in Indian television and hence there is no real need to go for some hardcore promotions. The patrons of Hum Paanch will surely be there to watch it and make it a huge success,” says Mehra adding that traditional promotional strategies such as outdoors, print and network promotions will surely be explored.
Said Zee TV programming head Ashwini Yardi on the launch of the serial, “Hum Paanch has had a very fruitful stint in the past and we are equally optimistic of its performance this time around. The serial is a Balaji offering and serves as an opportunity to us to reconnect after the hiatus.”
‘Hum Paanch will kick off from 5 November. The half-hour serial, which will run Saturday-Sunday, is placed in the 8 pm slot. Movies, which presently occupy the time slot, will be pushed ahead.
Yardi speaks on the strategy to strengthen the week-end programming with a soap, “We wanted to break the Monday to Friday soap pattern. We want the soaps to work on weekends as well and that is why we have brought a popular soap like Hum Paanch for the weekend prime time.”
When asked about Zee’s plans to prevent Sahara from asserting its position in prime time, Yardi said the channel was banking on the recently launched soap Saath Phere to make the comeback. “As per aMap ratings, Saath Phere has got an excellent opening,” she pointed out.
Balaji is producing more soaps for Zee TV. The next venture Kasam Se is expected to hit the tube in December.
MAM
Stayfree launches campaign for night-time period protection
New film highlights how Secure Nights pad helps women sleep better during periods.
MUMBAI: Stayfree just turned period nights from restless to restful because when the pad works overtime, even your sleep gets a well-deserved promotion. Stayfree has unveiled a new digital campaign spotlighting the distinct needs of period nights compared with days. The film, conceptualised by DDB Mudra, shows how many women use the same pad day and night, leading to frequent wake-ups from leak worries, poor sleep and drowsy days that follow.
Research cited in the campaign reveals that nearly 67 per cent of women on their periods experience sleep deprivation on some nights due to discomfort and anxiety. The ad gently illustrates this cycle: a woman tosses, checks for stains, and drags through the next day fatigued.
The campaign promotes Stayfree Secure Nights, designed specifically for night-time use with NightLock Technology for superior absorption, 2 times better coverage, a wider back, and a soft feel. It promises up to 100 per cent leakage protection while sleeping, allowing uninterrupted rest so women wake up fresh.
Kenvue, vice president marketing and essential health business unit head Manoj Gadgil said, “Many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. Stayfree Secure Nights addresses specific night-time needs with reliable protection.”
The campaign will run across Youtube, Meta and leading OTT platforms, encouraging women to recognise the day-night difference and switch to night-specific protection.
In a world where periods already demand enough stamina, Stayfree isn’t asking for extra effort, it’s quietly handing women the one upgrade that turns restless nights into recharged mornings, one peaceful sleep at a time.
