Brands
ITC Savlon augments its Personal Wash portfolio
New Delhi: With Unlock 2.0, the changes in consumer lifestyle and behavior is evident. Preferences have evolved with hygiene being pivotal to wellbeing. ITC Savlon extends its hygiene portfolio in personal wash with the introduction of Savlon Hexa Advanced Soap and Bodywash. Savlon Hexa hand sanitizer liquid for quick and persistent action was introduced in the first phase of the national lockdown to help consumers and frontline medical professionals alike.
Savlon Hexa Advanced Soap and Bodywash with Hexa pro power are scientifically designed with experts to provide anti-viral and anti-bacterial protection.^* Savlon Hexa Advanced Bodywash crafted with Milk Proteins, challenges the category with an offering of germ protection*, moisturization and soft skin.
ITC Limited, chief executive, personal care products business Sameer Satpathy said, “The new normal has reconstructed everyday habits with hygiene taking precedence. Consumers are today more discerning about their choices in everyday life and are adopting stringent precautionary measures to ensure wellbeing. Savlon Hexa Advanced is an offering in the personal wash category, that combines a balance of germ protection* and skin cleansing & care.”
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Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
