MAM
The Marcom Avenue wins NYC Games’ digital marketing mandate
NEW DELHI: The Marcom Avenue, an integrated media and marketing agency has won the digital media duties of NYC Games, a one-stop e-commerce platform for every gamer’s needs, where they can select from an exclusive range of gaming consoles, games, and accessories, at the most genuinely discounted rates available in the market.
As a part of the mandate, The Marcom Avenue will lead the digital transformation for NYC Games, beginning with a refreshed website design, enhanced content, and capabilities for an individual business website, and digital marketing efforts. As the partner agency, The Marcom Avenue will closely work with NYC Games’ key managers to infuse user experience, enhance interface design and brand experience with fresh thinking for social media, charting out the brand’s overall social media journey.
NYC Games director Neha Ghassan Anwer said, “We are evolving with the changing times to resonate with gamers from all across the world. And, in this transformational journey, The Marcom Avenue fits right where we want them with their very talented team. They have displayed a clear understanding of our business and appear equipped to meet our aspirations head-on with fresh insights and thinking for the brand.”
Commenting on this, The Marcom Avenue director Divanshi Gupta said, “NYC Games is a one-of-a-kind platform that aims to lead the e-commerce gaming space with their ne plus ultra offerings. We will work on designing the brand’s entire digital experience and use every touchpoint to generate momentum for the business. We are excited to take on this challenge and help the brand achieve their digital goals.”
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.
