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Epic Rights to rep Madonna’s Hard Candy Fitness for merchandising, branding
MUMBAI: Epic Rights, a full-service global merchandise, licensing and social media marketing company, has been named to represent Madonna’s Hard Candy Fitness brand.
Epic Rights will develop and expand on the global merchandising and licensing rights for the brand.
Hard Candy Fitness is a partnership between New Evolution Ventures, LLC, Madonna and her manager Guy Oseary.
Epic Rights CEO Dell Furano said, “Hard Candy Fitness is an exciting brand founded by Madonna and inspired by her passion for fitness and health. The campaign we are establishing for Hard Candy Fitness will align with Madonna’s dedication to personal excellence. Currently the brand operates clubs in destination cities around the world and develops innovative group programming that integrates fitness, dance, music and entertainment elements that will be incorporated into our global plans for expansion. With Madonna about to begin an international concert tour, her visibility will be especially prominent as we move forward.”
Leading the day-to-day effort for Hard Candy Fitness is Dan Levin, who spearheads the Epic Rights Celebrity & Lifestyle division through its strategic alliance with Prominent Brand+Talent. Levin will oversee the development and implementation of the brand extension program. Epic Rights will present the Hard Candy Fitness brand to potential partners at the upcoming Licensing Expo in Las Vegas.
“As Madonna is to music, pop culture and fashion, we believe Hard Candy Fitness will be the preeminent symbol for a fit, healthy and luxury-infused lifestyle,” said Levin. “We will develop a global program designed to complement the core Hard Candy Fitness brand elements–music, dance, entertainment, hard/harder/hardest workout mentality–to create a vast array of opportunities for consumer engagement,” said Levin.
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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.
