ITV

Category: MAM

  • Stayfree launches bold new campaign with Kiara Advani

    Stayfree launches bold new campaign with Kiara Advani

    MUMBAI:  Feminine hygiene brand Stayfree  has unveiled its latest advertising campaign for Stayfree Secure XL featuring Hindi film star Kiara Advani.

    The campaign challenges the societal expectation that women should ‘act normal’ during menstruation despite physical discomfort and anxiety about leakage.

    In the film, Advani reflects on how her acting career began not on screen, but during her first period when she pretended to feel comfortable. The narrative highlights common struggles experienced by millions of women, including maintaining cheerful appearances despite constant worry about staining and coping with skin irritation from sanitary products.

    The campaign promotes Stayfree Secure XL’s LeakLock technology and clinically tested non-irritant cover, which offers up to 12 hours of protection. Its central message—”When pads are comfortable, periods are comfortable”—aims to free women from the burden of pretending during menstruation.

    Stayfree maker Kenvue vice-president marketing Manoj Gadgil said: “Girls and women put up an act braving through their days as normal. It is a period reality we acknowledge, and that’s why we are committed to offering superior products that provide comfort and long-lasting protection.”

    Creative directors Harshada Menon and Siddhesh Khatavkar from DDB Mudra explained the campaign concept: “We used the creative device of an actor talking about acting on periods to deliver a strong message.”
    Advani, who serves as the brand ambassador, added: “I still remember my first period—it was a new chapter in my life, but it also meant learning to ‘act’ like everything was normal despite the discomfort.”

    The campaign launches on 25 February across television networks and social media platforms including YouTube and Meta, with versions available in multiple regional languages.

    Stayfree is owned by Kenvue, the world’s largest pure-play consumer health company, whose portfolio includes brands such as Aveeno, Johnson’s, Listerine, Neutrogena and Tylenol.

    Campaign credits: 
    Credits: 
    * Brand – Stayfree
    * Agency – DDB Mudra Group
    * Creative – Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Jyotsna Mohanty, Baskar Thevar Subbiah, Jena Shah, Kanchi Undevia, Darshika Kapadia
    * Business – Saad Khan, Pooja Mehta, Snehal Wasnikar, Kanchan Joshi
    * Strategy – Shashank Lanjekar, Atreyi Nag, Tanvi Agrawal
    * Films – Jay Gaikwad, Alisha Dsouza
    * Production House – The Magic Box 
    * Director – Abhishek Verman
    * Producers – Srikanth Kumar, Mayur Patel
    * Associate Producers – Neeraj Saini
    * Editor – Utsav Bhagat
    * Associate Editor – Ankit
    * DOP – Satchit Paulose
    * Production Designer – Amrita Singh
    * Music Director – Rahul Pasi (Jamroom)
    * Post Producer – Shiv Shankar Yadav

    To watch the Kiara Advani acting Stayfree napkin TVC click here: 
    https://www.youtube.com/watch?v=Xq-6bxG9sro&t=5s
     

  • Pooja Sahgal appointed global CMO at International Gemological Institute

    Pooja Sahgal appointed global CMO at International Gemological Institute

    MUMBAI: Pooja Sahgal has been appointed global chief marketing officer at the International Gemological Institute (IGI).

    Sahgal joins from Godrej Consumer Products, where she served as vice president and head of category direction since August 2023. She previously held CMO positions at Raymond Consumer Care (2021-2023) and Kaya Limited (2019-2021).

    Her career includes senior roles at L’Oréal as general manager for Maybelline New York India, and nearly seven years at Kellogg across UK and Indian operations. Earlier positions include stints at Marico, Unilever, JWT and Lowe and Partners.

    Sahgal holds an MBA in Marketing from Sydenham Institute and a Bachelor of Commerce from H.R. College.
    Known for her expertise in brand development, digital marketing and ecommerce, colleagues highlight her collaborative leadership style and cross-functional capabilities in the consumer products sector.

  • 1 Play group expands advisory panel with PR expert Rachna Baruah

    1 Play group expands advisory panel with PR expert Rachna Baruah

    MUMBAI: Singapore-based technology company 1 Play group has brought on board PR entrepreneur Rachna Baruah as an advisor to steer its strategic communications and marketing efforts.

    In her new role, Baruah will help shape 1 Play group’s India strategy, focusing on team structuring, business storytelling, and market positioning. She will also explore new partnership and marketing opportunities to enhance the company’s visibility in the region.

    Founder Mohit Lalvani highlighted Baruah’s expertise in brand-building and communications, expressing confidence in her ability to drive 1 Play group’s vision forward. As the founder of Madchatter Brand Solutions, Baruah has worked with a diverse range of startups, helping them establish credibility through effective communication strategies.

    Speaking on her appointment, Baruah said she looked forward to working with 1 Play group at a crucial stage in its expansion, aiming to strengthen its presence and narrative in India.

    The collaboration marks a key step in 1 Play group’s growth strategy, as it continues to develop its tech platforms, including Playmersiv, which partners with governments, educational institutions, and enterprises worldwide.

  • VIP Clothing unveils Frenchie X collection at Intimasia 2025

    VIP Clothing unveils Frenchie X collection at Intimasia 2025

    MUMBAI:  VIP Clothing has launched its new premium innerwear range, Frenchie X, at Intimasia 2025, one of the sector’s most anticipated trade exhibitions.

    The legacy brand showcased the collection through a choreographed fashion show at Yashobhoomi in Dwarka, New Delhi, before industry leaders and fashion specialists. The company plans a phased rollout across major Indian cities following the initial debut.

    Initmasia 2025 brought together over 300 prominent brands, retailers and distributors from the innerwear, comfortwear, swimwear and sportswear industries.

    VIP Clothing chairman and managing director Sunil Pathare described the launch as “a testament to our vision for the future. With Frenchie X, we are pushing the boundaries of design, innovation and comfort, setting new benchmarks for the industry. Our focus remains on elevating the innerwear experience and ensuring greater accessibility to our premium offerings.”

  • TV Today Network to sell radio operations whilst engaging Creative Channel as sales agent

    TV Today Network to sell radio operations whilst engaging Creative Channel as sales agent

    MUMBAI:  TV Today Network Limited, part of the India Today Group, has entered into a memorandum of understanding with Creative Channel Advertising and Marketing for the proposed sale of its FM radio broadcasting operations whilst simultaneously appointing the firm as its advertising sales agent. TV Today made this declaration through a regulatory filing with the Bombay stock exchange a short while ago. 

    The Rs 20 crore deal involves three FM radio stations broadcasting on the 104.8 frequency in Mumbai, Delhi and Kolkata. The transaction structure includes an initial payment of Rs. 10 crore upon MoU execution, with the remaining amount due at closing, subject to regulatory approvals from the ministry of information & broadcasting.

    During the transition period, Creative Channel will serve as TV Today’s advertising sales agent, leveraging its expertise to sell airtime to governmental bodies and corporate clients. The arrangement is intended to bolster advertising revenue for the radio business, which reported losses despite generating Rs 16.18 crore turnover in FY 2023-24 — representing merely 1.7 per cent  of TV Today Network’s total revenue.

    The board of directors had initially resolved on 9 January to shutter the radio division entirely before receiving interest from potential buyers. The subsequent approval for sale came during their 11  February meeting.
    TV Today may execute the transaction either directly or through its wholly owned subsidiary, Vibgyor Broadcasting. The latter approach would constitute a related party transaction, though conducted on an arm’s length basis.

    Creative Channel, established in 1991 with Rs 5.23 crore paid-up capital, specialises in television broadcasting, advertising and programming. The company has no connection to TV Today’s promoter group.

    The transaction is expected to conclude by 31 January 2026, marking TV Today’s strategic exit from the challenging FM radio sector amidst evolving industry dynamics.

  • AROI welcomes TRAI’s broadcasting recommendations under Telecommunications Act

    AROI welcomes TRAI’s broadcasting recommendations under Telecommunications Act

     MUMBAI: This is one industry which is kind of giving the thumbs up to the recently recommended changes to  broadcasting services  by the Telecom Regulatory Authority of India’s (TRAI)  under the Telecommunications Act, 2023. In fact, the radio industry has gone beyond that and has welcome the proposed changes through The Association of Radio Operators for India (AROI).

    The proposals outline significant changes to the regulatory framework, replacing the existing licensing model with a structured authorisation system intended to streamline operations and foster digital transformation.

    The key recommendations include:

    * A voluntary migration path for existing licensees until 2030, becoming mandatory thereafter
    * Technology-neutral approach to facilitate digital broadcasting transition
    * Separation of service authorisation from frequency assignment
    * Permission for private FM stations to broadcast news and current affairs for up to 10 minutes hourly
    * Allowance for terrestrial radio services to stream content online simultaneously
    * Removal of mandatory co-location requirements for FM radio stations
    * Voluntary infrastructure sharing between broadcasting and telecom providers
    * Implementation of a separate programme code and advertisement code for private radio
    * 10-year licence renewal periods with a 4  per cent adjusted gross revenue fee structure
    * Potential shift from city-wise to district-wise allocation of FM frequencies

    The Telecommunications Act, 2023, which repeals the Indian Telegraph Act of 1885, mandates authorisation for entities providing telecommunication services, though implementation dates remain pending.

    An AROI spokesperson acknowledged the recommendations as “a welcome step towards industry growth and regulatory clarity” whilst noting certain aspects may require “further discussion” to fully serve private broadcasters’ interests

  • Blinkit rolls out bold OOH campaign brained by The Local Talk

    Blinkit rolls out bold OOH campaign brained by The Local Talk

    MUMBAI: Blinkit is making heads turn in Belgaum with its latest out-of-home (OOH) advertising campaign, executed by The Local Talk. With high-visibility placements in prime locations, Blinkit is reinforcing its dominance in Karnataka’s booming delivery market while ensuring every passerby takes notice.

    As The Local Talk continues to expand as a 360-degree advertising powerhouse, it is becoming the go-to agency for brands looking to maximise their outreach. Whether it’s Cinema, Radio, OOH, DOOH, or Transit advertising, the agency is crafting high-impact campaigns that leave a lasting impression.

    The Local Talk director Anil Soni expressed his excitement, “We are proud to bring Blinkit’s vibrant OOH campaign to Belgaum. At The Local Talk, our focus is on providing innovative and high-impact media solutions tailored to our clients’ needs. As we continue to expand our presence across multiple media verticals, we remain committed to delivering top-tier advertising experiences for brands across India.”

    With a string of successful campaigns across multiple cities, The Local Talk is fast cementing its reputation as a formidable force in India’s advertising industry. As brands battle for visibility in an ever-crowded marketplace, The Local Talk is proving to be the partner that delivers results, one impactful campaign at a time.

  • Ranjan Bargotra returns to Crayons Advertising as executive director

    Ranjan Bargotra returns to Crayons Advertising as executive director

    MUMBAI : Crayons Advertising has re-appointed its former president, Ranjan Bargotra as executive director this time. His return marks a pivotal moment for the agency as it embarks on a new phase of expansion and innovation.

    With a legacy of impactful campaigns across industries, Crayons has long been at the forefront of creative excellence. Now, with Bargotra back, the agency is poised to strengthen its position in the advertising world.

    During his earlier tenure, Bargotra played a crucial role in shaping major brands like Kajaria Tiles, Fortis Healthcare, Kohinoor Rice, ITC Fortune Hotels, and APL Apollo. His ability to cultivate long-term client relationships helped establish Crayons as a trusted partner for brands seeking innovative storytelling.

    Beyond the corporate sector, Bargotra made significant contributions to India’s political landscape, leading over two dozen campaigns for national and regional parties. His expertise in crafting compelling narratives has left a lasting impact on both business and political communication.

    Even during his brief sabbatical, Bargotra remained actively involved in initiatives that drive change. He serves on the board of Abhinandan, an NGO dedicated to education and welfare, and is also associated with Digital Health Associates, an organisation focused on healthcare innovation.

    His return signals a renewed focus on strategic growth, innovation, and strengthening Crayons’ reputation for creativity. “Crayons has always been home,” said Bargotra. “I’m excited to be back and look forward to driving growth, innovation, and meaningful partnerships in this new phase.”

    With Bargotra at the helm once again, Crayons is set to build on its strong foundation, embracing fresh opportunities and pioneering new creative frontiers.

  • Neeraj Nagpal appointed chief business officer at Raymond Lifestyle Limited

    Neeraj Nagpal appointed chief business officer at Raymond Lifestyle Limited

    MUMBAI : Raymond Lifestyle Limited has appointed chief business officer Apparel & Retail Neeraj Nagpal. In this new role, Nagpal will lead the leadership team overseeing iconic apparel brands, including The Raymond Store (TRS) and Raymond Made to Measure (MTM). With over two decades of expertise in fashion and retail, his focus will be on driving strategic growth, enhancing brand positioning, and expanding Raymond’s retail presence.

    Nagpal’s career spans prominent leadership positions at Baazar Retail Pvt. Ltd., K Raheja Group Shoppers Stop, Aditya Birla Fashion and Retail Ltd., ITC Limited, and Ashima Ltd. A graduate of MDI Gurgaon and Harvard Business School, his deep understanding of brand development and operational efficiency will play a pivotal role in Raymond’s future success. His leadership is set to strengthen Raymond’s market position, aligning business objectives with emerging consumer trends.

  • Rose Audio Visuals launches Connect Nxt branded content division

    Rose Audio Visuals launches Connect Nxt branded content division

    MUMBAI: It’s jumping in to get a piece of the golden opportunity of branded content. Goldie Behl’s — Rose Audio Visuals has announced the launch of Connect Nxt, a dedicated branded content division designed to craft meaningful brand narratives as audiences increasingly move away from traditional advertising.

    The new division will focus on three key pillars: story-driven content that prioritises emotional resonance; end-to-end execution leveraging Rose Audio Visuals’ production and distribution networks; and an innovation-focused approach that champions new tools and formats for richer storytelling experiences.

    Connect Nxt will be led by Megha Desai, who brings over 25 years of experience in IP and content creation from companies including Chernin Asia Media Digital, Bling Entertainment and Fountainhead Mktg.

    “We are living in a world where content is in high demand and attention in short supply. As brands, it is important to reach the consumer where they already are – in the world of stories. That’s what we aim to do with Connect Nxt,” said Desai.

    Advising Connect Nxt on the creative front is Arvind Menon, former executive creative director at BBH India, whose work includes brands such as Mercedes Benz, HDFC Ergo and CaratLane.

    “Today’s audiences are smarter and harder to impress. Our goal with Connect Nxt is to push creative boundaries while ensuring that every story we tell adds value to both the audience and the brand,” Menon commented.

    Rose Audio Visuals founder Goldie Behl: “With Connect Nxt, we’re blending entertainment with brand narratives in a way that feels organic and immersive because, in the end, people don’t just buy products, they buy into stories.”

    Rose Audio Visuals continues to expand its portfolio with initiatives including RosePod, an audio storytelling studio, and Rose Kanakavalli, its Telugu market debut.