MAM
WPP partners with Ukrainian govt to support economic recovery
Mumbai: Creative transformation company WPP and the Ukrainian government established a cooperation to entice investment and support Ukraine’s economic recovery.
Ukraine minister of culture and information policy Oleksandr Tkachenko discussed the forthcoming campaign in a session with WPP CEO Mark Read at the Cannes Lions International Festival of Creativity.
WPP agencies from Ukraine, Poland and Czech Republic will work with the minister and his government colleagues on ‘Advantage Ukraine’ to demonstrate that Ukraine is open for business. The initiative will target business leaders within the region and across the world to encourage inward investment to support the economic recovery of the country.
The wider programme will showcase the variety of talent and expertise in Ukraine across sectors including agriculture, technology, education and the creative industries and its huge potential for commercial investment.
Tkachenko said, “I’m pleased to announce our partnership with WPP on our new ‘Advantage Ukraine’ initiative that will create the right conditions for inward investment and create attractive opportunities for visionary business leaders and investors. We want the world to know that Ukraine is still open for business and has the potential to be a key cultural and digital technology European hub.”
Read said, “We are very proud to be able to support Ukraine directly through this campaign. Creativity has the power not only to solve commercial problems but to address some of the biggest issues we face. WPP’s partnership with the Ukrainian government will aim to do both – underlining the enormous commercial potential of the country while supporting the economic recovery essential to rebuilding Ukrainian social and cultural life and ensuring a positive future for its citizens.”
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.
