MAM
Dentsu Communications bags TVS Jupiter
MUMBAI: TVS Motor Company has announced that it has appointed Dentsu Communications to handle its recently launched TVS Jupiter brand. This will be in addition to the already existing WEGO brand that the agency handles.
Commenting on bagging the new account, Dentsu Communications CEO Arijit Ray said, “We are absolutely delighted to be assigned the communication duties for Jupiter. TVS is one of our most prestigious portfolios and we are really happy to have won the second assignment within a year. It is truly a measure of the quality of work and engagement put forth by Team Bangalore over the last year, and the collective understanding of the agency of the automotive space. Jupiter is a fantastic product and seeks to build a great slot in the market. We have had a good time interacting with the team at TVS and the Bangalore Team is really looking forward to some exciting times ahead on Brand Jupiter.”
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Jupiter is a fantastic product and seeks to build a great slot in the market believes Arijit Ray
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Dentsu Communications will work on various campaigns for TVS Jupiter and will be responsible for the account’s campaign planning and creative executions across Television and Print mediums.
“Effective communication in today’s cluttered automotive world is essential in order to establish a brand and Dentsu Communications has been able to do that very effectively for our Wego brand. We are confident that with the backing of their Wego experience and the understanding of TVS Motor Company’s philosophy, they will be able to create a niche positioning for TVS Jupiter as well with some spectacular campaigns,” said TVS Motor Company GM- marketing Aniruddha Halder .
Brands
Pee Safe ropes in Smriti Mandhana for Be In Your Comfort Zone campaign
New campaign spotlights comfort-led hygiene with a confident, candid tone
MUMBAI: Pee Safe has rolled out its latest digital campaign, ‘BeInYourComfortZone’, as it sharpens focus on comfort-led hygiene while bringing on board Smriti Mandhana as the face of its new Comfort Range.
The campaign marks a strategic step for the brand, blending product storytelling with a broader message around confidence and self-assurance. At its core, the initiative encourages women to embrace their personal space, both physical and emotional, without hesitation or apology.
Fronted by Mandhana, the campaign leans into her on-field confidence and composed persona, aligning with the brand’s positioning around ease and empowerment. The move signals Pee Safe’s intent to connect with a younger, more vocal audience that values both functionality and emotional resonance.
Speaking about the idea behind the campaign, Pee Safe founder Vikas Bagaria said, “With ‘In Your Comfort Zone,’ we wanted to move beyond functionality and highlight the emotional role comfort plays in a woman’s everyday life. It’s about recognising those small yet significant moments where discomfort can hold you back and changing that narrative.”
He added that the campaign aims to encourage women to prioritise their well-being without second thoughts. Pee Safe founder Vikas Bagaria said, “Through this campaign and our Comfort Range, we aim to empower women to choose themselves and live confidently without second-guessing their comfort.”
The brand film captures everyday scenarios where discomfort often goes unnoticed but quietly affects confidence. By presenting relatable moments, it underscores how the right hygiene choices can restore ease and control, reinforcing the idea that comfort is not indulgent but essential.
The newly launched Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, each designed to cater to different phases of the menstrual cycle. The focus is on all-day comfort, protection and freshness, reflecting evolving consumer expectations in the personal care space.
With ‘BeInYourComfortZone’, Pee Safe is not just promoting a product line but also nudging a larger cultural shift. By encouraging open conversations around intimate hygiene, the brand continues to chip away at long-standing taboos while positioning comfort as a daily essential rather than a quiet compromise.
