MAM
Ormax Media appoints Venugopal Bhamidipati as Insights Head
Mumbai: Media insights firm Ormax Media has strengthened its research team with the appointment of Venugopal Bhamidipati as Insights Head – Print, Radio & Branded Entertainment.
He will be based out of Mumbai and will be reporting to Ormax Media CEO Shailesh Kapoor.
Kapoor said, “Our print and radio work has seen significant growth over the last two years. In the area of branded entertainment, we have been doing extensive work on evaluating the effectiveness of sponsorships and media associations for brand and their media agencies. With Venugopal’s diverse experience, we are ready to tap the true potential of these domains.”
Bhamidipati said, “Ormax Media offers the best of both the worlds, consumer insights and media expertise. I look forward to working with the team at Ormax in these exciting times for the media & entertainment industry.”
Bhamidipati comes with six years of research industry experience, having worked with IMRB International, Nielsen and Hansa Research Group.
In his last assignment, Venugopal worked as Strategic Planning Director at Publicis Captial.
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.
