MAM
Brands re-learning how to stay connected internally
MUMBAI: COVID-19 has drastically changed the way we live and work. Brands and agencies are finding virtual ways to stay connected with the internal teams and clients.
In a virtual panel discussion organised by indiantelevision.com, industry experts spoke at length about adopting the work from home culture and how they have transformed themselves to adapt to this medium.
The panel included Timex Group India head market Ajay Dhyani, Duroflex Mattresses India VP-marketing Smita Murarka and Mirum India joint CEO Sanjay Mehta.
The panel was moderated by Indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari.
According to Murarka, it has enabled to bridge the gap between different generations using technologies like Zoom and activities like virtual town halls, etc.
She also highlighted the importance of upskilling and learning new courses. “We also asked our team members to sign up for digital courses and upskill themselves. It is very important to keep your people and network around you positive because it is easy to get carried away with all sorts of discussions that are happening,” she added.
The first and foremost thing that the Timex Group did was to shut down the factories operating around the globe in order to safeguard the health of the employees. According to Ajay Dhyani, the main challenge as an organisation was to stay connected with each other.
“Initially safeguarding the safety of our employees was the priority. After that, the main concern was regarding our brand communication, external communication with clients, and internal communication with the team,” he said.
Timex Group has a large workforce working across different parts of the world. So internal communication was a very important factor, because staying at home and not getting proper communication from different subsidiaries from different partners could lead to a difficult situation.
Dhyani said, “We have internal Instagram pages, we are taking full advantage of the internet to stay connected with different folks in different countries."
Mehta said that initially for the organisation it was just about coping with the lockdown, making sure people are doing work from home and keeping the organisation operational.
He said, “We are also working towards HR-related issues, emotional balance management for the team because this is not something a lot of young people have seen. We are ensuring that collaboration goals are in place. Luckily with today’s technology we were able to get most of the operational issues in place in about five days. We have got a lot of HR initiatives to get people going and motivated."
Even as the situation continues to be novel, companies are finding ways to get a grip on this evolving future.
MAM
Pee Safe launches Comfort Range, signs Smriti Mandhana
#BeInYourComfortZone campaign spotlights hygiene, confidence and ease
MUMBAI: Comfort isn’t a luxury, it’s a power play, and Pee Safe is batting firmly in that direction with a campaign that puts ease front and centre. The brand has rolled out its latest digital video campaign, #BeInYourComfortZone, alongside the launch of its new Comfort Range, while bringing on Smriti Mandhana as brand ambassador. The move ties product innovation with a broader narrative around confidence, positioning comfort not as an afterthought but as a daily essential.
The campaign leans into relatable, everyday moments where discomfort quietly chips away at confidence. Through a storytelling-led approach, it highlights how the right hygiene solutions can restore control and ease turning what is often a private concern into a more open, mainstream conversation. By doing so, the brand also nudges at long-standing taboos around intimate hygiene, framing comfort as both physical and emotional.
At the product level, the Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, designed to cater to different stages of the menstrual cycle. The emphasis is on combining protection with wearability products that promise freshness and reliability without disrupting daily routines.
Mandhana’s association adds a layer of credibility and cultural resonance. Known for her composure under pressure, she mirrors the campaign’s core message: confidence begins with feeling at ease. The choice of ambassador also signals Pee Safe’s intent to connect with a younger, more vocal audience that values both performance and authenticity.
The campaign marks a shift in tone for the category. Instead of focusing purely on functionality, Pee Safe is attempting to reframe hygiene as an enabler of confidence subtle, personal, yet impactful.
In a market often defined by hushed conversations, the brand is turning up the volume just enough to make one point clear: when comfort clicks, confidence follows.
