MAM
Dabur India signs Kriti Sanon for Fem
MUMBAI: Dabur India has signed Bollywood actor Kriti Sanon as the new brand ambassador for its skin care brand Fem. A new campaign, featuring Kriti Sanon, will be launched shortly.
Dabur India marketing head of skin care Rohit Prakash Gupta says, “We are very excited to appoint Kriti Sanon as Fem’s new face. Fem, which is the market leader in the category, has been continuously innovating in terms of product, packaging and communication. As a brand that offers its consumer the promise and satisfaction of delivering natural glow to their skin and enhances her beauty, Fem has always recognised and strived to meet the ever-evolving needs of our consumers.”
Actor Kriti Sanon adds, “As a consumer, I have been associated with Dabur for years now. So, it gives me great pleasure to be associated with a large beauty brand like Fem and be the face for the brand.”
Dabur had recently expanded the Fem facial bleach range with the launch of the premium Fem De-Tan Crème Bleach, which is specially formulated and enriched with the goodness of Orange Peel extracts to enhance beauty by removing tan in 15 minutes, giving your skin long-lasting radiance.
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.
