MAM
Unwanted 21 Days says no to shushing conversation around pregnancy
NEW DELHI: Contraception and family planning are conversations that happen behind closed doors and in a hushed environment – people are not comfortable talking about it in the open, let alone in front of parents and elders. However, when two individuals get married, the immediate question put up by the respective families is, “How soon will they get to see a grandchild?”
Unwanted 21 Days from Mankind Pharma decided to tackle this challenge with the launch of its latest campaign, #ShhNotOkPlease. The brand aims to normalise the conversation around contraception, family planning and raise awareness in a fun, relatable, and engaging manner. Logicserve Digital was entrusted with the campaign's execution.
Central to an Indian wedding's key events such as the engagement, sangeet (pre-wedding), wedding ceremony, and honeymoon, the musical film features relatable characters and settings. The lyrical narrative created for the video features intrusive instances of enquiries that family members make to newlyweds and their tongue-in-cheek response to such queries. The campaign is aptly titled #ShhNotOkPlease as the song, and the dance moves showcase ways to overcome the perceived taboo about family planning and child spacing.
The campaign was launched in a phased manner, wherein the pre-launch campaign featured various family members being introduced doing the ‘shh’ (shush) action. The objective was to create curiosity around the campaign and then to accelerate it with the main video.
Mankind Pharma general manager – sales & marketing Joy Chatterjee noted that there has been a sea of change post-pandemic in the way people have been using contraceptives. The moment was right to leverage this aspect of consumption, and come up with a messaging that is aimed at changing consumer behaviour. “
We believe changing consumer behaviour and having an open discussion about family planning and contraception will lead to more awareness and will result in more sales. Logicserve Digital not only understood our brief but also gauged the reason behind it, which is why they were able to articulate the messaging in a wholesome and entertaining fashion," said Chatterjee.
While the campaign has already stirred massive buzz on social media, the creators thought of further amplifying it by asking relevant regional influencers to share their 'shh' hook step to spread engagement and awareness in a fun yet catchy manner.
Logicserve Digital VP – creative Manesh Swamy said, "Typically in an Indian household family-planning discussions are not openly spoken about or even if someone initiates, it's mostly shunned. Our approach was not to be preachy but at least attempt to normalise the conversation. And with the wedding season around, we thought a song-and-dance approach would be an excellent fit to drive home the message literally.”
The campaign video was launched in Hindi and adapted in three other languages: Marathi, Bhojpuri, and Bengali. So far, the video has garnered over two million views. The reaction and feedback of the campaign is a testament to its success. The campaign goes beyond its stated objective and encourages couples to plan their lives as they wish.
MAM
Ember Cookware appoints Amit Singh as chief of supply chain
10-year veteran to lead operations as brand scales across D2C, quick commerce and retail.
MUMBAI: Ember just handed its supply chain the perfect seasoning because when your cookware is non-toxic and non-stick, the operations behind it better be fast and flawless. Ember Cookware has appointed Amit Singh as chief of supply chain and Services, bolstering its leadership team at a pivotal growth phase. Singh brings over a decade of experience in supply chain strategy, operations and large-scale network buildouts.
He began his career at Singapore-based retail giant Giant Hypermarket before joining Pharmeasy in 2015, where he played a foundational role in building and scaling its pan-India supply chain across B2B and B2C channels. At API Holdings, he later led supply chain operations for North India, managing end-to-end execution across complex, multi-city networks.
In his new role, Amit will oversee Ember’s complete supply chain and service ecosystem including sourcing, manufacturing coordination, logistics, last-mile delivery, post-purchase support and workforce development. His mandate focuses on building cost-efficient, resilient operations that shorten fulfilment times, strengthen inventory management and deliver a consistently high-quality consumer experience as the brand expands nationally.
Ember Cookware co-founder & CEO Siddharth Gadodia said, “Supply chain is where growth either holds or breaks. As we scale across channels and geographies, we need operations that are efficient, resilient, and built for speed, without ever compromising on the consumer experience. Amit has done this before, at real scale.”
Ember Cookware co-founder & CMO Himanshi Tandon added, “As we scale, supply chain efficiency becomes as important as product and brand. Amit’s mandate is to build the operational foundations that make our promise consistent at scale.”
Amit Singh commented, “Ember is building something genuinely different, a category-defining brand with a clear purpose and the ambition to match. I’m looking forward to building supply chain infrastructure that doesn’t just keep pace with growth, but enables it.”
The appointment forms part of Ember’s broader push to deepen leadership across key functions as it invests in its Innovation Lab, proprietary material technologies and operational backbone to support national expansion.
In a kitchenware world where non-stick promises are easy but delivery is hard, Ember isn’t just cooking up products, it’s cooking up an operation that keeps every promise sizzling from factory to fork.
