iWorld
Blush and ITC Vivel collaborates with Pad Man present
health at immense risk during menstruation. From using mud & ash to dirty clothes, menstrual hygiene takes a backseat due to financial constraints and inaccessibility to clean products.
Culture Machine’s digital channel ‘Blush’ along with ITC’s Vivel collaborated with the cast of Pad Man to create a video titled ‘#AbSamjhautaNahin – The Shopping List’. An eye opening, spoken word piece, listing alternatives to sanitary pads that women in most parts of the country resort to during periods. What may seem like an innocuous list of household items on a shopping list for some, is unfortunately a de facto substitute to hygienic sanitary napkins for a majority of women in India. Right from old & dirty rags to unsafe objects like ash, coconut husk and hay, Sonam Kapoor & Akshay Kumar bring attention to the grave situation of menstrual hygiene in the country. The video concludes with the lead actors requesting viewers to donate a minimum of Rs. 400 to The Vatsalya Foundation in order to facilitate a year-round availability of sanitary pads to women in various parts of the country.
Rooted in its core brand philosophy Ab Samjhauta Nahin, Vivel, continues to empower and educate women to challenge stereotypes and help enable self-action. It firmly believes that no one should have to compromise on their dignity or be discriminated against. Vivel actively stands in support of equality and believes that for a more equal life, awareness and education is the first step to empowerment. This is reflected in the recent launch of www.absamjhautanahin.com, a website designed for a simplified understanding of laws and rights that women should be aware of. Vivel Ab Samjhauta Nahin is working relentlessly towards women empowerment with its continued support to organisations like Apne Aap Women Worldwide fighting to end sex trafficking of women and girls and Azad Foundation to help empower women feminist leaders at the grassroots level.
Culture Machine’s digital channel ‘Blush’ that stirred a debate with the release of a video around First Day of Period in the past says, “Blush Originals is reviving the conversation on menstruation. But this time, the purpose is much larger, and the canvas, bigger. We’d like to take the conversation beyond metros and air-conditioned offices. Vivel with its brand philosophy of Ab Samjhauta Nahin enables purpose and a deep rooted conviction to make changes at the grassroots level. This collaboration brings together some of the most influential voices to take the conversation about menstrual hygiene, methods of managing menstruation, cost of sanitary pads, ease of availability, taboos and habits, lifestyle choices and overall well-being to the masses. Conversations that lead to awareness, awareness that leads to knowing one’s rights, knowing that leads to action – and there’s only one action, that needs to be achieved: a perfect menstrual health card for this country.”
The Vatsalya Foundation, Director, Ms. Swathi Mukherjee, comments, “Inaccessibility to sanitary pads is one of the primary reasons for young girls and women to drop out of schools and work, respectively. The Vatsalya Foundation is focused on needs of our young women. It encourages a performance based livelihood with a dual purpose of enabling access and empowering women through financial independence. We are glad that menstrual hygiene is now set to become mainstream with a feature film focused on the issue and brands like Vivel supporting the initiative. With the funds raised through this video, we will be purchasing and distributing Sakhi Pads to underprivileged women.”
Video link: https://www.youtube.com/watch?v=ah25qCdEpG8
Donation link on Ketto: https://www.ketto.org/fundraiser/absamjhautanahin
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
