Brands
Pee Safe ropes in Smriti Mandhana for Be In Your Comfort Zone campaign
New campaign spotlights comfort-led hygiene with a confident, candid tone
MUMBAI: Pee Safe has rolled out its latest digital campaign, ‘BeInYourComfortZone’, as it sharpens focus on comfort-led hygiene while bringing on board Smriti Mandhana as the face of its new Comfort Range.
The campaign marks a strategic step for the brand, blending product storytelling with a broader message around confidence and self-assurance. At its core, the initiative encourages women to embrace their personal space, both physical and emotional, without hesitation or apology.
Fronted by Mandhana, the campaign leans into her on-field confidence and composed persona, aligning with the brand’s positioning around ease and empowerment. The move signals Pee Safe’s intent to connect with a younger, more vocal audience that values both functionality and emotional resonance.
Speaking about the idea behind the campaign, Pee Safe founder Vikas Bagaria said, “With ‘In Your Comfort Zone,’ we wanted to move beyond functionality and highlight the emotional role comfort plays in a woman’s everyday life. It’s about recognising those small yet significant moments where discomfort can hold you back and changing that narrative.”
He added that the campaign aims to encourage women to prioritise their well-being without second thoughts. Pee Safe founder Vikas Bagaria said, “Through this campaign and our Comfort Range, we aim to empower women to choose themselves and live confidently without second-guessing their comfort.”
The brand film captures everyday scenarios where discomfort often goes unnoticed but quietly affects confidence. By presenting relatable moments, it underscores how the right hygiene choices can restore ease and control, reinforcing the idea that comfort is not indulgent but essential.
The newly launched Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, each designed to cater to different phases of the menstrual cycle. The focus is on all-day comfort, protection and freshness, reflecting evolving consumer expectations in the personal care space.
With ‘BeInYourComfortZone’, Pee Safe is not just promoting a product line but also nudging a larger cultural shift. By encouraging open conversations around intimate hygiene, the brand continues to chip away at long-standing taboos while positioning comfort as a daily essential rather than a quiet compromise.
Brands
OPPO Initiates Rs 150 crore media pitch to reset strategy in Indian market
Smartphone giant seeks planning and buying partners for project-based campaigns
NEW DELHI: The Indian smartphone arena is about to get a little louder. OPPO has officially dialled into the market to find a new media partner, initiating a pitch for its India business valued at approximately Rs 150 crore.
According to media reports, the mandate is strictly focused on media planning and buying, leaving the creative side of the dial untouched. Interestingly, the brand seems to be moving away from the traditional long-term marriage of a retainer, opting instead for a project-based relationship. This “pay-as-you-go” model is becoming a popular ringtone for many smartphone manufacturers in India who prefer flexibility over long-term commitments.
This move comes as a bit of a surprise, arriving just over a year after OPPO India handed its integrated media keys to PHD India, an agency under the Omnicom Media Group umbrella. The decision to review so soon hints at a strategic reset, likely triggered by a fiercely competitive market where performance-driven marketing is now the name of the game.
While the media side is up for grabs, the creative department remains settled. OPPO recently chose RepIndia to spearhead its integrated creative mandate, tasking them with everything from social content to brand strategy.
The brand’s recent playbook has been heavy on celebrity shine and sporty flair. By leaning into digital platforms and collaborating with cricketers and content creators, OPPO has been working hard to capture the attention of Gen Z consumers.
The estimated Rs 150 crore budget is expected to be rolled out in strategic bursts. Rather than a steady stream of spending, the funds will likely be funnelled into high-impact television spots and digital blitzes during flagship launches and festive seasons. In the background, always-on influencer marketing will keep the brand humming.
As the pitch progresses, all eyes will be on which agency can offer the best reception for OPPO’s ambitious growth plans in one of the world’s most crowded mobile markets.
