Executive Dossier
Huggies Ultra Comfort plays on ‘adult psyche’ to market premium diapers
MUMBAI: Huggies, which dominates the market with a 69 per cent share, has launched its premium end international diaper Huggies® Ultra Comfort in India with a cut through ‘Leaks’ TV campaign. The campaign has two baby commercials – one in which the baby is gardening and the other in which the baby is taking care of the washing chores.
The campaign weaves around the essence of the brand ‘Huggies babies are happy babies’. It adopts an innovative route of showing the baby thriving with freedom in an adult like situation. The babies in both the ads make clever use of Huggies® Ultra Comfort diapers to stop tough leaks from a hose and pipe.
The situations in the ads are linked with the superiority of the product and depict that even a baby knows that Huggies® Ultra Comfort offers the best solution to prevent leaks. The campaign lays emphasis on the best in class leakage protection offered by the imported Huggies® Ultra Comfort.
According to Kimberly-Clark Lever managing director Rajeev Mohan, “The Huggies® Ultra Comfort – Leaks campaign will effectively connect with discerning mothers, who want to give the best care and protection for their little angels. Every mother wants to see her baby happy and thriving in all situations and Huggies® Ultra Comfort is the best that she can offer her baby to do so.”
MUMBAI: Game faces on, pressure high India’s gaming ambitions are levelling up. Good Game, billed as the world’s first as-live global gaming reality show, has officially launched in India with a bold mission: to crown the country’s first Global Gaming Superstar.
Blending esports with mainstream entertainment, the show brings together competitive gaming, creativity and on-camera performance in a format that tests more than just joystick skills. Contestants will be judged on gameplay, screen presence and their ability to perform under pressure, reflecting how gaming has evolved from pastime to profession and pop culture currency.
Fronting the show are three high-profile ambassadors: actor and entrepreneur Samantha Ruth Prabhu, Indian cricket star Rishabh Pant, and gaming creator Ujjwal Chaurasia. The winner will take home Rs 1 crore ($100,000) among the largest prize pools for any Indian reality show along with the chance to represent India on a global stage.
Backed by a planned annual investment of up to Rs 100 crore, Good Game is also courting brand partners, promising a minimum reach of 500 million among India’s core youth audience. The creators position the show as a bridge between entertainment and interactive culture, offering long-format content, community engagement and commercial scale.
Auditions are now open to Indian citizens aged 18 and above, inviting amateur and professional gamers, creators and performers alike. Shortlisted candidates will be called for in-person auditions in Mumbai on 14 and 15 February, and in Delhi on 28 February and 1 March 2026.
With big money, big names and even bigger ambition, Good Game signals a shift in how India views gaming not just as play, but as performance, profession and prime-time spectacle.
