AD Agencies
USV – Sebamed appoints The Womb as strategy & creative partners
USV – Sebamed has appointed The Womb to handle its strategy and creative duties without the conventional multi-agency pitch. The agency will be responsible for building a new strategic platform for Sebamed, and communication of its entire portfolio.
Sebamed India & USV FMCG business country head Shashi Ranjan said, “Sebamed as a brand has the potential to create a paradigm shift in Skin & Haircare through its unique pH5.5 advantage. We are looking at behavioral change from consumers to challenge their existing choices and choose right options basis verifiable facts. As the Brand has tremendous potential to disrupt the category, we needed a partner who can do complete justice to our aspirations. The Womb, with their passion for nurturing and building challenger brands and cultural approaches to taking brands to market, was a very natural choice. We are looking forward to a great partnership.”
The Womb founding partner Navin Talreja said, “We are a challenger brand ourselves so are always excited with the opportunity to work a brand that is one too. And when it is one with as much substantivity as Sebamed, you know that the fight with the market leader will be interesting, to say the least. We look forward to building the business for Sebamed in India. We look forward to this journey with great excitement. Special mention to all at Sebamed who reposed their faith and trust in The Womb by awarding us the brand without a pitch.”
The Womb founding partner Kawal Shoor added, "All Sebamed products sold in India are imported from Germany. Are made in Germany. That means they're not just built without compromise but have a valid rationale for being considered premium when picked up from Indian shelves. Every Sebamed product is conceptualised and manufactured with science and honesty at its heart and is for everyone, but because of its high price, a big part of strategy building will be to answer 'who will buy it', 'from where will she buy it', 'why will she prefer it over others', and 'how will she continue to buy it'. New opportunities have opened up due to certain issues that a leader brand is facing in baby care, and we're excited to help a deserving brand like Sebamed take center stage in Indian minds."
AD Agencies
The smell that told Mumbaikars which station was next
Tata AIA turns Mumbai’s Parle-G memory into a sharp, city-wise outdoor play
MUMBAI: When a biscuit factory became Mumbai’s unofficial station announcement. Long before smartphone maps and automated announcements, commuters on Mumbai’s Western line relied on their noses. As trains rolled into Vile Parle, compartments filled with the warm, sweet smell of baking biscuits from the Parle-G factory. It was a cue to gather bags, wake dozing children and shuffle towards the door.
Now that memory has been pressed into service by Tata AIA Life Insurance as part of its 25-year anniversary outdoor campaign — a city-by-city salute to the lived moments that shape urban life.
One hoarding, mounted close to the old factory site, reads: “We have been protecting Mumbaikars since Vile Parle smelled of freshly made biscuits.” Spare. Local. Loaded.
The broader campaign, rolled out across major metros, leans hard into contextual storytelling. In Kolkata, it nods to trams. In Pune, to Magarpatta’s transformation. In Bengaluru, to a time before IT parks. In Chennai, to OMR before it led to tech corridors. Each line anchors the brand’s longevity to a shared civic memory.
The Mumbai execution is the most evocative. For decades, the Parle-G factory was more than a production unit. It was a sensory landmark. Residents nearby set their clocks by the factory horn. Office-goers marked their commute by the waft of glucose and flour. When the plant shut, the city lost more than jobs. It lost a rhythm.
By placing the hoarding beside the former factory, the insurer collapses distance between copy and context. The site does half the storytelling. The rest comes from commuters who remember opening steel tiffins packed with Parle-G, or jolting awake as the train slowed.
It is a neat piece of brand positioning. Rather than trumpet balance sheets or policy counts, Tata AIA borrows emotional equity from the city itself. Twenty-five years becomes less a milestone and more a presence — steady, local, embedded.
Outdoor advertising is often a blunt instrument. This one is anything but. It whispers. It remembers. And in doing so, it sells trust without sounding like it is selling at all.
The scent may have faded. The memory has not.
