MAM
Yellophant Digital bags digital mandate for mySmilist
Mumbai: Yellophant Digital, an alliance of Merge Infinity Global, bagged the digital marketing mandate for the dental experts brand, mySmilist, following a multi-agency pitch.
The agency will manage the brand’s digital marketing duties, consisting of creative and content solutions, social media management, digital campaign strategy, media planning & buying, ORM, SEO, and SEM.
mySmilist co-founder Akshat Dwivedi said, “We, at mySmilist, believe that a smile is the most beautiful asset that you own. It is your most prominent and best feature. As we embark on this journey, we are proud to collaborate with the Yellophant Digital Team for realizing this dream through digital routes. We are confident that with their wide experience of supporting multiple start-ups to successfully scale-up, Yellophant Digital will add immense value in our journey of gaining consumers’ love, trust, and appreciation.”
Yellophant Digital co-founder Preksha Seth, said, “The team of Yellophant Digital looks forward to taking up new challenges with every new partner brand. We are thrilled to collaborate with mySmilist, a brand that aims at enhancing the smiles of people through their technologically superior and progressive invisible aligners. This is a unique concept that most of the audience may not be aware of. We are fortunate and grateful that we have taken this responsibility to look after the brand’s complete digital mandate. We are super excited to come up with insightful first thoughts for the brand and aptly use social media to amplify awareness among the audience.”
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.
