MAM
D’damas ropes in Sonakshi Sinha as new brand ambassador
MUMBAI: Diamond jewellery brand, D‘Damas, has roped in Bollywood actress Sonakshi Sinha as its new brand ambassador.
D‘damas has also unveiled a new campaign. It takes the brand‘s current positioning of ‘Celebrate Always‘ forward with a fresh and more relevant execution and imagery, featuring Sinha.
The campaign attempts to capture the essence and Sinha‘s expression of joy as she celebrates the small moments in life that bring her happiness. The promotion revolves around the memorable moments of one‘s life.
The campaign amplifies her beauty and appeal, making her more real and relatable. It also captures the celebration of moments that enhance Sonakshi‘s beauty and the jewellery.
Sinha says, “It feels great to be the brand ambassador of D‘Damas! I connect with D‘Damas because I personally live each moment to the fullest and believe in celebrating life. D‘Damas adds celebration to both ordinary and even the everyday special occasions. When I want to celebrate any happiness in life I turn to D‘Damas.”
D‘damas Jewellery COO RK Menon says, “Sonakshi Sinha is the face of the new Indian woman who is confident, versatile and has got tremendous self-belief. We wanted an ambassador who is not only popular but at the same time exemplifies the true Indian beauty thereby establishing a connect with the Indian audiences and Sonakshi completely fits the bill.”
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.
