MAM
‘What if people Vlogged their periods’, ask Paree in its latest campaign
Mumbai: Women-centric hygiene brand Paree has been promoting progressive and open dialogue to address the ‘real issues’ related to menstrual hygiene. Be it rashes, heavy flow, or conversation with the family, it has believed in normalising the conversation around menstruation.
Keeping this thought in mind, Paree has launched the digital campaign #APadThatBreathes with Kusha Kapila and other influencers to introduce the newest addition to its premium product range – Paree Prima Sanitary Pads and Panty liners through creative and humorous content.
As a part of the campaign, the videos by Kusha Kapila and other influencers hilariously depict the situation ‘if people vlogged their periods’. The campaign is a step forward in starting a discussion on an important subject and highlights the most important aspect of a sanitary pad- its breathability, and the benefits that Paree PRIMA offers even during heavy flow days.
With over eight lakh views on Instagram alone, the campaign has grabbed eyeballs, even as it triggers crucial conversations around rarely-openly-discussed menstruation-related anomalies and worries experienced by nearly half our population.
Soothe Healthcare founder & CEO Sahil Dharia said, “We are a women-centric brand, who understands her hygiene needs. Paree’s brand proposition has always been of HEAVY FLOW CHAMPION and with this launch, we want to focus on the premium offering giving her a gentle and irritation-free experience. To launch Paree Prima we took the route of wit and humour to open the dialogue on the importance of her needs and features that a woman looks for in the product. Through this campaign, our call to action for women is to provide them with the pad which lets them breathe and keeps them fresh at all times.”
Commenting on the association with Kusha Kapila, Marketing general manager Samta Datta said, “Launching premium products during a pandemic, especially with severe restrictions around, can demand marketing to start with innovative thinking. With the Paree Prima launch, we intend to break the culture of silence in the category with a touch of humor. An intimate & funny glimpse of the period blues is the kind of content that our TG will engage on their phones today”.
Paree Prima packaging being a mono carton comes with a biodegradable pouch so that the pad can be disposed of in an environmentally safe way, the brand said. The products are exclusively available on Nykaa, Amazon, Flipkart & Purplle, for now.
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
