MAM
AAAI’s Sharma: “Use BARC to improve TAM now”
MUMBAI: Even as the day saw a couple of more notices to unsubscribe from TAM‘s TV ratings. The Advertising Agencies Association of India (AAAI) president Arvind Sharma proffered what could be the way out of the TV ratings crisis the industry is currently grappling with.
“I understand broadcasters have shown a lot of dissatisfaction with TAM,” he said speaking to indiantelevision.com. Let us address the problems that they are having with TAM to a body which is mandated to do TV ratings in India going forward – that is the Broadcast Audience Research Council (BARC). It is an existing body with a CEO and a chairman. It has a strong technical committee and has representation from the IBF, the AAAI and the ISA.”
Sharma highlighted that three constituents – advertisers, broadcasters and agencies – should filter down the various problems broadcasters are having with TAM to three or four issues of broad priority first.
“The collective technical and business leadership of the industry under BARC will definitely find solutions. After all, BARC has developed an expertise and overview of what‘s happening in the world in terms of technology, methodology and what have you. They have gone through various requests for information. They are up to date,” Sharma said.
And what about broadcasters‘ complaints that TAM has not paid heed and addressed their problems in the past? “Any player will listen to collective direction that is given in the interest of industry and business,” pointed out Sharma.
Sharma once again reiterated that there is no question of a ratings blackout scenario becoming a reality in the industry. “We are reaching out to other BARC directors and other players,” he said. “I am optimistic that a solution is going to be found sooner before a situation of a total TV ratings blackout arises.”
Are advertisers and broadcasters going to toe the same line?
Watch this space for further developments!
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.
