MAM
Shailesh Velande likely to replace Divya Radhakrishnan at Optimedia
MUMBAI: Nearly one and half months after Zen Optimedia VP Divya Radhakrishnan left the organisation to join The Media Edge, the agency seems to have finalised the name of the candidate who will replace her.
There are strong indications that Shailesh Velande will head the media planning and buying operations at Zen Optimedia. At present, media manager Bala Gopal is been managing the show; Bala Gopal will report to Velande as and when he comes aboard. Media independent Optimedia has billings to the tune of Rs 1.5 billion.
Media veteran Velande has worked with some of the bigger agencies including Lowe’s Initiative Media (IM). After leaving IM, Velande had gone abroad and worked in Singapore.
Radhakrishnan, who had a long innings (nearly 16 years) with the Publicis, has joined The Media Edge, the company that handles Dentsu, Young and Rubicam’s media business, as VP Media. Radhakrishnan reports to Divya Gupta who is heading the show.
Media reports indicate that Radhakrishnan grabbed the opportunity to head the Tata AOR. For the record, The Media Edge was awarded the media buying business way back in October 2001. Optimedia has handled certain Tata brands earlier.
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.
