MAM
Liqvd Asia ropes in Praveen Nair as joint national creative director
Mumbai: Liqvd Asia, a leading digital full-service company, has brought in Praveen Nair as its joint national creative director. Praveen comes on board to bolster the creative leadership team and expand the company’s digital footprint.
In his career of more than 15 years, Nair has lent his creative skills to Grey Worldwide, Dentsu Isobar (now Dentsu Creative), The 120 Media Collective, and MRM (McCann Relationship Marketing). He has worked on various path-breaking campaigns for brands including Bournvita, Volkswagen, PNB MetLife, and Tata Motors.
Nair will collaborate with Sunil Gangras, who is also joint national creative director at Liqvd Asia, to uplift the product offering and spearhead impact-driven campaigns.
Gangras said, “Nothing is as fascinating as conceiving ideas that go beyond the traditional brief to disrupt a category and have a larger digital impact. I am particularly excited to work with Anish and Praveen to bolster the creative product because, in today’s day and age, I feel it’s important to think beyond the larger brand story and ensure it is seamlessly integrated with the digital landscape.”
“It’s a vital decision that we took to align our ambitions to dissolve boundaries set by traditional digital agencies. Both Sunil and Praveen come with unmatched experience, and over the years, they have displayed proven skills in marrying ideas and technology for the new-age audience. I look forward to building stories with them, stories through which people will remember Liqvd Asia,” said Liqvd Asia chief creative officer Anish Varghese.
Speaking on his appointment, Nair quipped, “The one thing that excites me about this new role is Liqvd Asia’s vision. I believe that the core responsibility of an agency is going beyond platforms and briefs, and focusing on providing solutions for real business challenges. It’s challenging and that’s what makes it exciting. And the fact that I’ll be working with industry veterans like Varghese and Gangras, is what I’m most excited about.”
MAM
Stayfree launches campaign for night-time period protection
New film highlights how Secure Nights pad helps women sleep better during periods.
MUMBAI: Stayfree just turned period nights from restless to restful because when the pad works overtime, even your sleep gets a well-deserved promotion. Stayfree has unveiled a new digital campaign spotlighting the distinct needs of period nights compared with days. The film, conceptualised by DDB Mudra, shows how many women use the same pad day and night, leading to frequent wake-ups from leak worries, poor sleep and drowsy days that follow.
Research cited in the campaign reveals that nearly 67 per cent of women on their periods experience sleep deprivation on some nights due to discomfort and anxiety. The ad gently illustrates this cycle: a woman tosses, checks for stains, and drags through the next day fatigued.
The campaign promotes Stayfree Secure Nights, designed specifically for night-time use with NightLock Technology for superior absorption, 2 times better coverage, a wider back, and a soft feel. It promises up to 100 per cent leakage protection while sleeping, allowing uninterrupted rest so women wake up fresh.
Kenvue, vice president marketing and essential health business unit head Manoj Gadgil said, “Many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. Stayfree Secure Nights addresses specific night-time needs with reliable protection.”
The campaign will run across Youtube, Meta and leading OTT platforms, encouraging women to recognise the day-night difference and switch to night-specific protection.
In a world where periods already demand enough stamina, Stayfree isn’t asking for extra effort, it’s quietly handing women the one upgrade that turns restless nights into recharged mornings, one peaceful sleep at a time.
