MAM
Starcom wins Linc Pens’ media biz
MUMBAI: Starcom Worldwide has won the media duties for Linc Pens.
The account has been won on the back of multi-agency pitch. It will be handled out of the Mumbai office.
Starcom Worldwide- Mumbai VP Rajendra Dwivedi said, “We are happy with the win and look forward to our alliance with Linc Pens. We are sure our approach of human experience strategy will create long lasting associations between brand and consumer. Our robust planning coupled with proprietary tools and techniques will make it a preferred brand among consumers.”
Linc Pens general manager – marketing Tanmay Chattopadhyay added, “Our mission is to create a smooth writing experience for our consumers. We chose to partner with Starcom for their ability to create experiences and associations with a long-lasting impact. We are certain that our alliance with Starcom will help us further leverage our brand association and become the preferred writing equipment for every consumer.”
Linc Pen and Plastics is engaged in the manufacturing, marketing and exporting of writing instruments and stationery products. The portfolio consists of 50 products, which are sold in over 30 countries.
Brands
Pee Safe signs Smriti Mandhana as ambassador for comfort-led hygiene push
Cricketer to front Comfort Range as brand drives open dialogue on periods
MUMBAI: Pee Safe has roped in Smriti Mandhana, vice-captain of the Indian women’s cricket team, as its new brand ambassador, marking a fresh push to position comfort at the centre of feminine hygiene.
The partnership, announced as the brand marks its ninth foundation year, will see Mandhana front Pee Safe’s Comfort Range, which includes products such as period panties, panty liners, ultra-thin pads, night pads and toilet seat sanitisers. The move aims to deepen the brand’s connect with consumers while normalising conversations around menstrual health.
By bringing in a high-profile sportsperson known for her calm and confident demeanour, the brand is betting on relatability and influence to challenge lingering taboos. The collaboration is rooted in a shared intent to make comfort a non-negotiable aspect of hygiene, rather than an afterthought.
Speaking on the association, Pee Safe founder Vikas Bagaria said, “At Pee Safe, the vision has always been to redefine feminine hygiene by placing comfort, dignity, openness, and access at its core. Smriti Mandhana reflects this philosophy effortlessly. Her confidence and willingness to break social barriers are a powerful voice for change.”
Sharing her perspective, Smriti Mandhana added, “I don’t think comfort should ever be something you have to think twice about or compromise on. It should just be a given. That’s what stood out to me about Pee Safe, as they’re trying to make comfort a priority, not an afterthought.”
The brand also plans to use the association to strengthen its reach among urban consumers while expanding its footprint across markets. With rising awareness and evolving attitudes, the category is seeing a shift towards products that blend functionality with ease and confidence.
By aligning with Mandhana, Pee Safe is not just endorsing products but pushing a broader message. In a space often clouded by hesitation, the brand is placing comfort and conversation front and centre, aiming to make both feel entirely natural.
