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ITC to have a 24-hour roadblock on Star Network
MUMBAI: After Hindustan Unilever (HUL), it‘s the time for ITC to do an advertising roadblock on Star Network.
ITC has struck a deal with the leading network to air advertisements for ITC‘s personal care brands Fiama Di Wills and Vivel only for 24 hours starting 8 pm tonight.
The roadblock, till 8 pm on 16 December, will see Star Plus, Star Gold, Star One, Star Utsav, Channel [V], Star Movies, Star World, Fox Traveler, Star Jalsha and Star Pravah airing advertisements of Fiama Di Wills and Vivel products only.
Vivel Active Fair, ITC‘s first fairness cream, will lead the product lineup followed by Vivel Luxury cr?me, the premium range of soaps from the Vivel bath care portfolio; Fiama Di Wills Men, the range of Shower Gel and Bathing Bar; Fiama Di Wills Gel Bar, Fiama Di Wills Shower Gels; Vivel Milk cream and Glycerine and Vivel Ultra Pro, the anti-dandruff shampoo.
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.
