MAM
Ethinos wins digital media mandate for Wellness Forever
NEW DELHI: Ethinos Digital has acquired the digital media mandate for lifestyle retail pharmacy chain Wellness Forever. The account was won following a competitive pitch process involving some of the leading agencies across India and shall be handled from their Mumbai office.
Ethinos Digital will work towards channelizing the brand's essence and improve the value in the digital world by providing end to end integrated strategies and solutions in the digital sphere.
Ethinos Digital Marketing joint managing director Brijesh Munyal said, “Ethinos is known for its innovation in the digital marketing arena. We have a very talented team with a decade of experience and with our affiliation with Wellness Forever, we plan to bring our digital expertise by creating a distinct position in the minds of the consumer in a more agile and captivating way.”
Wellness Forever marketing head Zahid Shaikh said, “Wellness Forever is a strong name in the market, we were looking for an agency that could do true justice to the brand by creating exciting and unforgettable brand campaigns and creative content ideas to engage with the customers. This is a huge milestone for us and we are confident that this association will expound positive businesses for the future."
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.
