MAM
Bajaj Electricals signs up Soho Square for creative business
Bajaj Electricals vice president & head, advertising & brand development Beena Koshy
MUMBAI: Bajaj Electricals, one of the leading consumer durables brand in home appliances, fans and lighting has signed a deal with Soho Square, Mumbai for its creative business.
This decision has been taken after a multi-agency pitch. The new agency will be handling communication for kitchen and domestic appliances apart from the fan portfolio.
Soho Square office head Samrat Bedi
Bajaj Electricals vice president & head, advertising & brand development Beena Koshy said in a press release: “After much deliberation we decided upon Soho Square, Mumbai. In addition to the Ogilvy lineage, what tilted the scale in their favour is the exciting mix of creative and strategy that the agency has displayed on its current clients.”
The agency, Soho Square Mumbai recently won the Franklin Templeton business. And now with clients like Bajaj Electricals, Bisleri, H&R Johnson, Vespa, Perfetti’s Stop Not, Hockey India League, Oberoi Realty, Pidilite’s Dr. Fixit Raincoat and ITC soaps and shampoos, it boasts of a strong portfolio.
Soho Square Sr VP Planning Shashank Lanjekar
Soho Square office head Samrat Bedi said: “This has been a good year, winning H&R Johnson, Franklin Templeton and now Bajaj Electricals. The management at Bajaj has very ambitious plans in terms of brand portfolio and the way forward for their future campaigns. We are excited about partnering them in this journey. It is indeed an honour for Soho Square Mumbai.”
It was the vision that won them the deal, believes Sr VP Planning Shashank Lanjekar. “The vision resonated well with the Bajaj team,” he added.
MAM
Stayfree launches campaign for night-time period protection
New film highlights how Secure Nights pad helps women sleep better during periods.
MUMBAI: Stayfree just turned period nights from restless to restful because when the pad works overtime, even your sleep gets a well-deserved promotion. Stayfree has unveiled a new digital campaign spotlighting the distinct needs of period nights compared with days. The film, conceptualised by DDB Mudra, shows how many women use the same pad day and night, leading to frequent wake-ups from leak worries, poor sleep and drowsy days that follow.
Research cited in the campaign reveals that nearly 67 per cent of women on their periods experience sleep deprivation on some nights due to discomfort and anxiety. The ad gently illustrates this cycle: a woman tosses, checks for stains, and drags through the next day fatigued.
The campaign promotes Stayfree Secure Nights, designed specifically for night-time use with NightLock Technology for superior absorption, 2 times better coverage, a wider back, and a soft feel. It promises up to 100 per cent leakage protection while sleeping, allowing uninterrupted rest so women wake up fresh.
Kenvue, vice president marketing and essential health business unit head Manoj Gadgil said, “Many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. Stayfree Secure Nights addresses specific night-time needs with reliable protection.”
The campaign will run across Youtube, Meta and leading OTT platforms, encouraging women to recognise the day-night difference and switch to night-specific protection.
In a world where periods already demand enough stamina, Stayfree isn’t asking for extra effort, it’s quietly handing women the one upgrade that turns restless nights into recharged mornings, one peaceful sleep at a time.
