MAM
Edelweiss Group signs Saina Nehwal as brand ambassador
MUMBAI: Edelweiss Financial Services has appointed celebrated badminton player Saina Nehwal as its brand ambassador for a period of three years.
The deal was initiated by IOS Sports & Entertainment.
During the period of association, Nehwal will be part of a 360 degree multimedia national campaign. Additionally, the company’s logo will also feature on her jersey across domestic and international tournaments as a part of a sponsorship deal.
Edelweiss Group chairman & CEO Rashesh Shah said, “Saina is an inspirational icon widely recognised by people across all corners of India, which is one of the compelling reasons to associate with her. More than that, she’s different – it is because of her that badminton is now watched by millions across our country. It is indeed a pleasure to sponsor the champion, Saina Nehwal and have her as Edelweiss’s brand ambassador.”
Edelweiss will roll-out of a national level media campaign shortly.
IOS Sports & Entertainment MD and CEO Neerav Tomar added, “In a multi-crore deal, we have signed Saina’s main sponsor branding on front of her jersey today. We are very happy to have Edelweiss on board.”
Nehwal and Edelweiss go back a long way to the Olympic Gold Quest (OGQ) days where Edelweiss was one of the first companies to promote women empowerment and sports via OGQ. “Edelweiss and I share similar values. For me, it’s about building a winning proposition to max the game and for Edelweiss, it’s to develop long term meaningful solutions for clients,’ said Nehwal.
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.
