MAM
Bombay Shaving Company Women launches digital campaign #SayYesToTheCup
Mumbai: Bombay Shaving Company Women (BSC Women) has launched a bold & riveting digital campaign #SayYesToTheCup to drive awareness for menstrual cups and bring attention to sustainable menstrual choices. In the form of a rap battle, the campaign film dramatizes the benefits of using a menstrual cup versus more common forms of menstrual hygiene such as sanitary pads, thereby encouraging women to switch to comfortable & easy-to-use menstrual cups.
Two crews, representing the BSC Women menstrual cup and pad, battle it out, pitting the typical reactions of conventional sanitary products against the factual benefits of using menstrual cups.
Engaging and fun, the campaign film opens with a typical day at the office when a woman suddenly realizes she is on her period and her two colleagues aka pad-academic & cup-a-holic seem clearly interested to onboard her onto their respective crew. From there, the film transitions into an epic rap battle between the two crews and with the cup convincing the viewer to #SayYesToTheCup.
The campaign #SayYesToTheCup kicked off from 28 May 2022, which is marked as Menstrual Hygiene Day. But true to the brand’s personality of being bold, quirky and expressive, this movement is not restricted to a day.
Elaborating on the thought behind the campaign, Bombay Shaving Company Women chief business officer Siddha Jain said, “We believe in changing the game of how women’s hair removal and hygiene is perceived in India, and this is a movement towards our vision. Being a cup veteran and promoter myself, my team & I have carefully crafted the perfect cup for all humans who menstruate. Ultimately choosing the right sanitary product is really personal: we’d just like to make sure that choice is made knowing the facts. Staging a rap battle was a playful way to present some of the reservations about using the menstrual cup that we hear, alongside the benefits that cup users enjoy – in the end, as ever, it’s down to the viewer to pick their ‘crew’. But we will definitely be always on about menstrual cup awareness and convince you to #SayYesToTheCup.”
Brands
Tanishq enters natural gemstone segment with Triptii Dimri campaign
Hues collection debuts ahead of Akshaya Tritiya, spotlighting self-expression
MUMBAI: Tanishq is stepping into the natural gemstone jewellery space with a new campaign featuring actor Triptii Dimri, marking a strategic expansion ahead of Akshaya Tritiya.
The launch introduces the brand’s latest collection, ‘Hues’, a design-led range crafted in 18kt gold and built around 100 percent natural gemstones. The move signals Tanishq’s intent to tap into a fast-growing category driven by consumers seeking authenticity, individuality and expressive styling.
Conceptualised by Lowe Lintas, the campaign film leans into the idea of colour as a form of self-expression. Set in a muted, almost paused world, the narrative comes alive as Dimri selects her jewellery, triggering a burst of colour that transforms her surroundings. The visual metaphor captures how jewellery is evolving from occasion-led adornment to a more personal, mood-driven choice.
The ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer, featuring gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. With sculptural forms and techniques like cabochon cuts and layering, the designs aim to bring depth, movement and a contemporary aesthetic to fine jewellery.
Titan Company Limited chief marketing officer Pelki Tshering said, “‘Hues’ marks a bold new chapter as we introduce natural gemstone jewellery in India. The collection reflects the evolving Tanishq woman who is expressive and confident, and seeks jewellery that mirrors her individuality.”
Sharing her perspective, Triptii Dimri said, “What I love about this collection is how it celebrates self-expression through colour. It feels less about occasion and more about expressing who you are in the moment.”
Priced from Rs 30,000, the collection is positioned for both everyday wear and special occasions. To coincide with the festive season, the brand is also rolling out promotional offers, including discounts on making charges and gold rate protection schemes.
With Hues, Tanishq is not just adding a new category but also reshaping how jewellery is worn and perceived, placing personal expression and colour firmly at the centre of its design philosophy.
