MAM
COVID-19 effect: Dettol Toilet Soap tops BARC list in week 20
Mumbai: As people in India became more aware of personal and home hygiene due to the coronavirus pandemic, antiseptic soaps and cleaning liquid brands topped the advertising charts released by the Broadcast Audience Research Council (BARC). As per its data for top brands and advertisers between 15 May and 21 May, 2021 (Week 20), Dettol Toilet Soaps led the chart with 555.13 (000 secs) of ad volume, followed by Vanish Oxi Action in second place with 489.52 (000 secs) of ad volume.
Disinfectant surface cleaner Lizol is in third spot with 489.43 (000 secs) of ad volume, while Dettol Liquid Soap and Dettol Antiseptic liquid bagged fourth and fifth spots with 474.86 (000 secs) and 448.53 (000 secs) of ad volume respectively.
While the list is purely dominated by antiseptic and disinfectant brands, streaming platform Amazon Prime Video garnered the sixth spot with 431.33 (000 secs) of ad volume. Unlike its competitors including Netflix and Disney+Hotstar, Amazon Prime Video has spent a lot on advertising, especially on general entertainment channels (GEC) over the past few months.
Dettol Intense Cool Soap, Harpic, and Moov Strong Diclofenac Gel bagged hours for the seventh, eighth, and ninth positions with 408.34, 3882.42, and 350.89 (000 secs) of ad volume respectively. Harpic Power Plus 10X Max Clean held on to the tenth spot with 330.86 (000 secs) in ad volume.
Reckitt Benckiser India led the advertiser’s list in week 20 by registering 5509.47 (000 secs) advertising volume followed by Hindustan Lever Limited with 4807.86 (000 secs) ad volume. The third position has been grabbed by Brooke Bond Lipton India Limited with 878.64 (000 secs) ad volume, while Colgate Palmolive India Limited stood at the fourth spot with 709.34 (000 secs) ad volume.
Other advertisers who bagged their spots in the top ten list are Procter & Gamble (629.21), ITC Limited (614.42), Cadburys India Limited (588.89), Pepsi Co (562.24), Amazon Online India Pvt Limited (541.51), and Smithkline Beecham (365.62).
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.
