MAM
Radaan plots a comeback to Hindi; also eyes Marathi market
MUMBAI: Radaan Mediaworks India ltd is about to hug the Hindi market once again.
Additionally, the Rs 230 million television content provider headquartered in Chennai- Radaan, also plans to try its hand at Marathi programming. All the shows are expected to go on floor by mid-October.
Radaan’s only Hindi endeavor till date remainsChotti Maa, Ek Anokha Bandhan, which aired on Zee TV in 2002. This Hindi version of Radaan’s successful Tamil soap Chithi, was co-produced by UTV.
Radaan Mediaworks India Ltd COO national TV content Ram P Sangtani told Indiantelevision.com, “Since the last six months, our efforts have been to grow beyond South. We started with Gujarati and our daily soap Kanku Pagla in ETV Gujarati has now completed 200 episodes. Now we are planning to get into Hindi and Marathi programming by mid-October.”
Sangtani said the global expansion of regional channels had put Radaan in an advantageous position in terms of audience reach. The company has its international presence in Sri Lanka, Kuala Lumpur and UK.
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.
