MAM
Frido challenges comfort norms Women’s right to live on their terms
MUMBAI: This Women’s Day, Frido is challenging the traditional notion of comfort with its bold campaign, ‘Her Terms and Comfort’. Designed to encourage women to prioritise themselves unapologetically, the campaign highlights the right to live without compromise, both at home and in public spaces.
Frido’s exclusive comfort edition packaging for the occasion has turned into a platform for self-expression. Each package features a dedicated space where women can write what freedom means to them, with a pen included to bring their thoughts to life. Women from all walks of life, including students, professionals, and senior citizens, shared their reflections in a variety of languages including Hindi, Marathi, and English.
For many, freedom was embodied in diverse ways—from running and feeling the wind on their face, to dancing without inhibition, reading in peace, or enjoying the solitude of solo travel. The messages spoke to a deeper truth: comfort is not just physical, but about living unapologetically and on one’s own terms.
The campaign extends beyond product packaging, with on-ground activations in Pune, Mumbai, and Delhi. Interactive boards in libraries, cafes, and hostels allowed women to share their thoughts in everyday spaces. The conversation continues online through the hashtag Hertermsandcomfort, where women including influencers, entrepreneurs, and changemakers share their personal stories and views on what freedom and comfort mean to them.
Frido co-founder & CEO Ganesh Sonawane stated, “Women lead with strength and resilience in all areas of life. Her Terms and Comfort is about celebrating their right to choose comfort for themselves. It’s not a luxury; it’s a necessity.”
Co-founder & COO Arif Khan stated, “At Frido, we design products that ease everyday movement. But true comfort goes beyond physical relief it’s about choice, confidence, and the freedom to live without compromise. This Women’s Day, we’re not just offering products; we’re sparking a conversation that we hope inspires lasting change.”
Frido’s campaign is more than just a product promotion it’s a statement. It reminds women that comfort is a right, not a privilege, and encourages them to live and express themselves freely, without compromise.
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.
