MAM
Carat India onboards Aruni Panda as VP – digital
Mumbai: Carat India, from the house of dentsu India, has strengthened its leadership team for North and East. The agency has appointed Aruni Panda to lead these regions as vice president – digital.
In his new role, Panda will lead strategic thinking and oversee agency clients on the digital front, reporting into Carat India CEO Anita Kotwani. He will work closely with the office head of the regions – Carat India executive vice president – planning Dipika Bhasin.
Panda brings over 15 years of experience and is an ardent practitioner of ad-tech tools, programmatic media planning & buying, social media & content marketing, digital customer experiences management, customer acquisition and web analytics. Prior to this, he was with GTB (part of WPP’s network of companies) where he held the position of AVP and senior digital media director, handling digital media planning, buying and execution.
In his previous roles, Panda has been instrumental in helping brands and organisations develop digital marketing ecosystems by an outcome-led planning approach for the brand and the business. He has worked with brands like PepsiCo India and Ford India, to name a few across categories like FMCG, automotive, real estate, entertainment & sports, ISP & connectivity solutions, and IT-enabled executive education & training. Panda has re-positioned businesses as digital-first by setting up business-aligned digital ecosystems. He has also implemented and integrated seamless interplay between ad-tech and mar-tech stacks.
“With the changing dynamics of the media eco-system and a strong focus on digital across the clients of Carat, we felt it to be imperative to bring in a seasoned professional like Aruni to lead the digital mandate. His expertise across the full-funnel marketing will be an advantage that we would like to leverage across our existing and new client fold,” said Anita Kotwani, commenting on the appointment.
Dipika Bhasin added, “Aruni’s experience will charter current and new growth with our partners. He will hold a strong commitment to driving Carat’s digital practice and the integrated media offerings of dentsu India. We are extremely happy to have him as part of the team!”
“I am elated to embark upon this new journey with Carat India, an agency already known for its integrated approach backed by cutting-edge data tech and tools. It is critical to map, plan and build the right digital approach in this ever-evolving digital space for our clients to thrive into the future. I am looking forward to being a part of Carat’s growth story under Anita’s leadership and partnering with clients in their digital endeavour with the combination of media, data, commerce and technology,” commented Aruni Panda.
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.
