Brands
A warrior to tread an adventurous path: MRF Wanderer
MUMBAI: As an active proponent of cricket, MRF Tyres has always rallied behind the team and its players in pushing the cause of the sport in India. Whether the ICC Cricket World Cup 2015 where it was the Global Partner or other such top-rated cricketing properties, MRF has always essayed a supportive role by putting out communication that is strikingly unique.
Partnering MRF in achieving its communication goal over the years is Lowe Lintas Chennai that has been instrumental in managing the communication objective for the tyre brand in India. In its latest initiative, Lowe Lintas Chennai has announced the launch of an integrated marketing campaign that promotes the attributes of SUV brand, MRF Wanderer in India.
The campaign was launched today and will span the online and offline routes including Television, Print, Outdoor and Digital.
To refresh the brand’s proposition, MRF Wanderer has got its brand ambassador and Indian cricket captain, Virat Kohli to communicate the core message to the audience. The campaign seeks to celebrate the warrior-like instinct and determination — trademarks that best define both the Wanderer and also the ace cricketer. Much like the cricketer himself, MRF too has been treading the Indian roads with great determination and its warrior-like approach has made it the tyre of choice for many Indians.
The new integrated brand campaign by Lowe Lintas Chennai seeks to bring alive the Samurai spirit in people who like to explore their limits and even go beyond by challenging themselves – and what better face to push forward this thought than one of India’s best known Samurai, Virat Kohli.
MRF Ltd. executive VP marketing said, “MRF Wanderer tyres are designed for those who never settle for the mundane and venture off the beaten path. Our communication this time has taken a more aggressive twist and a fresh perspective on the core brand positioning – Tread Anywhere. Lowe Lintas Chennai has portrayed the true Wanderer spirit by using Virat’s Samurai tattoo and his passion for adventure as exceptional creative devices. We believe that this new film will resonate well with those who chase adventure.”
In the film titled ‘I dare to Tread Anywhere’, the capabilities of the MRF Wanderer tyre are brought to the fore by drawing a parallel with Virat Kohli’s Samurai warrior spirit. Whatever the terrain or journey, a true adventurer never backs out and takes on the challenge with ease. As on the cricket field where Virat has always let his warrior-like approach do wonders for the team, so is it for MRF Wanderer whose “Tread Anywhere” proposition has enabled drivers to wander far and discover remote, inaccessible places with ease.
Lowe Lintas chairman & CCO Arun Iyer says, “Every Wanderer has a story to tell – be it the user or the product. We have tried to capture the spirit of that story through the eyes of Virat Kohli. While Virat is a samurai on the field, MRF is a master of the roads – and both are adventurous when it comes to chasing their passion. This thought has been captured well in the new campaign.”
Brands
Pee Safe signs Smriti Mandhana as ambassador for comfort-led hygiene push
Cricketer to front Comfort Range as brand drives open dialogue on periods
MUMBAI: Pee Safe has roped in Smriti Mandhana, vice-captain of the Indian women’s cricket team, as its new brand ambassador, marking a fresh push to position comfort at the centre of feminine hygiene.
The partnership, announced as the brand marks its ninth foundation year, will see Mandhana front Pee Safe’s Comfort Range, which includes products such as period panties, panty liners, ultra-thin pads, night pads and toilet seat sanitisers. The move aims to deepen the brand’s connect with consumers while normalising conversations around menstrual health.
By bringing in a high-profile sportsperson known for her calm and confident demeanour, the brand is betting on relatability and influence to challenge lingering taboos. The collaboration is rooted in a shared intent to make comfort a non-negotiable aspect of hygiene, rather than an afterthought.
Speaking on the association, Pee Safe founder Vikas Bagaria said, “At Pee Safe, the vision has always been to redefine feminine hygiene by placing comfort, dignity, openness, and access at its core. Smriti Mandhana reflects this philosophy effortlessly. Her confidence and willingness to break social barriers are a powerful voice for change.”
Sharing her perspective, Smriti Mandhana added, “I don’t think comfort should ever be something you have to think twice about or compromise on. It should just be a given. That’s what stood out to me about Pee Safe, as they’re trying to make comfort a priority, not an afterthought.”
The brand also plans to use the association to strengthen its reach among urban consumers while expanding its footprint across markets. With rising awareness and evolving attitudes, the category is seeing a shift towards products that blend functionality with ease and confidence.
By aligning with Mandhana, Pee Safe is not just endorsing products but pushing a broader message. In a space often clouded by hesitation, the brand is placing comfort and conversation front and centre, aiming to make both feel entirely natural.
