MAM
Orchard creates launch campaign for ISure
MUMBAI: Leo Burnett‘s Orchard Advertising has conceptulaised and executed the launch campaign for Piramal Healthcare‘s ovulation strips brand ISure. Marking a first in the Indian market, the product helps women know the two days of the month when they are most likely to conceive.
The agency has created a 30 second television commercial (TVC) to introduce the product by tapping into the anguish of a woman trying to conceive and used it to communicate the promise of the brand.
The film revolves around an expectant mother, her interaction with her baby bump, her realisation of what tomorrow will brin g, the happiness that will soon follow and her quest of becoming a mother to a beautiful bundle of joy.
As the viewer is shown an expecting mother‘s excitement, she reaches out for a cushion under her shirt, and straightens up before her husband walks into the room. A voice over informs the viewers that ISure helps women determine the two days in the month where pregnancy is most likely and thus helping them plan better.
Orchard Advertising Mumbai VP and branch head Partha Sarkar said, “The brief shared with us was a fantastic starting point. The challenge was to showcase I Sure as a means of inferring those two days when the likelihood of the conception is the highest and not fall in the trap of being taken as a remedy for infertility. Hence we thought that it would be a good idea to connect with all women looking to have a child and sharing with them the delight they will soon experience.”
Orchard Advertising Mumbai ECD Hemant Kumar said, “The idea was to romanticise the joy of pregnancy for the woman. It is the biggest change in her life and we wanted to help her celebrate it. On having spoken to our consumers, we found that there is a sense of completion they feel on having a baby and unfortunately a delay in pregnancy meant a delay in experiencing the greatest happiness in their lives. We wanted to bring this to light.”
The film has been produced by White Light and directed by Namita and Subir.
“The task was to design an environment that would allow us to stage this moment, without making the moment cheesy or juvenile. We decided on a simple song to hold and colour this section composed with lyrics by Rekha Nigam, scored by Zubin Balaporia and performed by Mahalaxmi Iyer. We chose to shoot it on film as opposed to digital video,” shared Subir.
“When a couple is suffering from delayed pregnancy, they get advice from all corners, and are completely confused with all the suggestions and remedies that they come across. Here is a product that will help them put things into perspective and be there for them in the security of their own home, leading to the diffusion of any confusion,” added Sarkar.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
