Brands
Plush makes comfort a right, not a risk
MUMBAI: Now that’s a policy women can really get behind. Plush, the Chennai-based feminine hygiene brand, has launched India’s first-ever “Period Insurance,” a bold promise to make rash-free comfort a guarantee, not a gamble.
Part of its spirited new campaign “Adjust Mat Karo, Plush Use Karo,” the initiative challenges the idea that discomfort is just part of the monthly routine. With every pack of Plush products, users now get “Period Insurance,” meaning first-time buyers can claim a refund if they experience rashes, irritation, or discomfort.
“Periods already come with enough challenges. Women shouldn’t have to worry about their products adding to them,” said Plush co-founder Ketan Munoth. “With Period Insurance, we’re giving women the confidence to try Plush without hesitation. It’s about reassurance, trust, and comfort.”
The process is refreshingly simple, every Plush pack includes a coverage card, and users can claim a refund by emailing care@plushforher.com if their first experience isn’t irritation-free.
Plush’s campaign goes beyond a clever concept, it’s a cultural statement. By telling women to stop “adjusting” and start expecting comfort, the brand is aiming to normalise conversations around period care that prioritise well-being over endurance.
To spread the message, Plush is amplifying the initiative through real user stories, on ground activations, and influencer collaborations, turning everyday experiences into authentic testimonials of comfort.
With Period Insurance, Plush isn’t just selling pads, it’s underwriting confidence, one cycle at a time.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
