MAM
Max gears up to promote ‘Rowdy Rathore’ premiere
MUMBAI: Max, the Hindi movies and special events channel by Sony Entertainment Network, is carrying out a 360 degree marketing campaign to promote the premiere of ‘Rowdy Rathore‘.
The movie starring Akshay Kumar and Sonakshi Sinha will be airing on the channel on 4 November 2012 at 1 pm and 9 pm.
The campaign for ‘Rowdy Rathore‘ includes promotional spots across television channels and radio promotions in Mumbai and Delhi. The channel is also running an outdoor campaign in 30 cities across the states of Gujarat, Uttar Pradesh and Maharashtra and print promotions in all leading publications across India.
Additionally, Max is also creating a web game on their Facebook page to engage all ‘Rowdy Rathore‘ and Kumar fans.
On 3 November, the channel has planned consumer activation at Nirmal Lifestyle Mall in Mulund, Mumbai. Consumers will witness an act by a Kumar look-alike who will present himself in the ‘Rowdy Rathore‘ avatar and will be seen doing some stunts, performing on music tracks from the movie and deliver some dialogues in “Rowdy style”.
MAX SVP marketing and communications Gaurav Seth said, “MAX is known for its innovative and engaging marketing and on-ground initiatives. Consumer activations are a good way to engage our audiences. The Rowdy Rathore activity promises to be a fun and exhilarating experience for all our consumers present. Seeing professional stunt men carry out death defying acts in front of them will be quite a treat.”
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.
