MAM
‘What if people Vlogged their periods’, ask Paree in its latest campaign
Mumbai: Women-centric hygiene brand Paree has been promoting progressive and open dialogue to address the ‘real issues’ related to menstrual hygiene. Be it rashes, heavy flow, or conversation with the family, it has believed in normalising the conversation around menstruation.
Keeping this thought in mind, Paree has launched the digital campaign #APadThatBreathes with Kusha Kapila and other influencers to introduce the newest addition to its premium product range – Paree Prima Sanitary Pads and Panty liners through creative and humorous content.
As a part of the campaign, the videos by Kusha Kapila and other influencers hilariously depict the situation ‘if people vlogged their periods’. The campaign is a step forward in starting a discussion on an important subject and highlights the most important aspect of a sanitary pad- its breathability, and the benefits that Paree PRIMA offers even during heavy flow days.
With over eight lakh views on Instagram alone, the campaign has grabbed eyeballs, even as it triggers crucial conversations around rarely-openly-discussed menstruation-related anomalies and worries experienced by nearly half our population.
Soothe Healthcare founder & CEO Sahil Dharia said, “We are a women-centric brand, who understands her hygiene needs. Paree’s brand proposition has always been of HEAVY FLOW CHAMPION and with this launch, we want to focus on the premium offering giving her a gentle and irritation-free experience. To launch Paree Prima we took the route of wit and humour to open the dialogue on the importance of her needs and features that a woman looks for in the product. Through this campaign, our call to action for women is to provide them with the pad which lets them breathe and keeps them fresh at all times.”
Commenting on the association with Kusha Kapila, Marketing general manager Samta Datta said, “Launching premium products during a pandemic, especially with severe restrictions around, can demand marketing to start with innovative thinking. With the Paree Prima launch, we intend to break the culture of silence in the category with a touch of humor. An intimate & funny glimpse of the period blues is the kind of content that our TG will engage on their phones today”.
Paree Prima packaging being a mono carton comes with a biodegradable pouch so that the pad can be disposed of in an environmentally safe way, the brand said. The products are exclusively available on Nykaa, Amazon, Flipkart & Purplle, for now.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
