MAM
MTV’s Loveline to continue with BPL Mots for brand building image
MTV is pumping more life into its Loveline. The channel, which had tied up with Citibank and BPL Mobile last year, has announced its second tie up with BPL. The Mots MTV Loveline Twin Card is targeted at youth for whom credit cards and mobile phones are a big status symbol. Priced at Rs 474 for a twin pack, the Loveline cards are available at more than 3700 outlets in Mumbai and are to be soon launched in other BPL Mobile circles in Maharashtra, Kerala, Goa, Tamil Nadu (excluding Chennai) and Pondicherry.
The idea is to promote the channel’s 30 minute interactive show MTV Loveline which shows popular love songs while agony aunt and uncle duo Malaika and Cyrus Broacha advise callers on their love and romance problems. As an incentive, calls between these Mots card numbers will be rated at 50 paise per minute from 8 am to 10 pm and at 25 paise from 10 pm to 8 am. All other charges on this card would be the same as for regular Mots which have just been slashed (this includes the new revised airtime rates of Rs.1.85 per minute and lower rental on all the recharges giving almost 50 per cent extra talktime value). Another facility offered on the MTV special cards is that a subscriber can change his twin number at an additional charge of Rs. 50. This new number has to be a BPL Mobile or a Mots number. Offers on MTV Style clothing and accessories have also been thrown in as part of the package.The channel had last year, formed tie ups with Citibank and BPL Mobile allowing youth to get discounts on MTV merchandise as well as priority on tickets for MTV events like concerts and award shows.
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.
