MAM
Kantar Media bags TV audience research contract in Cambodia
MUMBAI: The Cambodian Broadcasting Service has awarded Kantar Media a two-year contract for television audience research.
Kantar Media will record the television viewing habits of more than 500 homes in specific regions and urban areas including Phnom Penh, Siem Riep and Battam Bang using a personal diary service. Clients will use Infosys+ analysis software to conduct in-depth analysis of the recorded viewing habits including what they watch, when they watch it and for how long.
Mai Tran, MD of Kantar Media in Vietnam who will oversee the new service, comments, “Our expertise in measuring Kantar Mediua audiences using a secure and transparent methodology will ensure the data can be used by broadcasters, agencies, local and global advertisers to optimise their marketing campaigns. It will give Cambodian Broadcasting a holistic overview of TV viewing habits within the market.”
The contract, which will begin this year, extends Kantar Media’s footprint for audience research to 62 countries worldwide including eight Asian Pacific countries (Australia, China, Cambodia, New Zealand, the Philippines, Singapore, South Korea and Vietnam).
Kantar Media is a joint venture partner with Nielsen in TAM India, India‘s sole TV audience measurement agency.
Kantar Media Audiences Global CEO Richard Asquith said, “We are delighted to have been chosen to deliver the first TV audience measuret service in Cambodia. The media landscape is evolving rapidly in this dynamic region and we are confident that we can meet the industry’s need for audience measurement that will complement and support the growing TV ecosystem.”
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.
