Tag: Ameya Dangi

Niine pushes the envelope on sanitary pads, menstrual hygiene in Maha Kumbh Mela

MUMBAI: There was a time when menstruation and religious ceremonies did not go together. When if a woman was having her periods she could not enter a temple. As she was “unclean.” No more. With the wider availability of absorbent napkins and tampons, women need not be consider themselves unclean and could visit the temple even when they are menstruating.

Many contemporary Hindus argue that menstruation is a natural biological process and should not bar women from worship. Some temples, including progressive shrines, have openly welcomed menstruating women to challenge the stigma. This practice, though still followed in many places, is increasingly being questioned as education and awareness about menstrual health grow.

Taking a step further in this direction, Niine Sanitary Pads which has brought menstrual hygiene to the forefront at India’s largest religious gathering, the Maha Kumbh Mela in Prayagraj.

Collaborating with Vatsalya Seva Samiti and local authorities, the brand has distributed thousands of sanitary pads to women attendees, with numbers expected to rise by the event’s conclusion.

This initiative aims to ensure menstruation is not a barrier to participation in the spiritual event. Niine, known for driving conversations on menstrual health through campaigns like ‘Let’s Talk Period,’ has been widely praised for its effort. Videos of volunteers distributing sanitary pads have gone viral on social media, sparking conversations about menstrual awareness and accessibility.

“We believe menstrual hygiene is essential to women’s health and dignity,” said Niine co-founder Gaurav Bathwal. “By being present at the Maha Kumbh Mela, we aim to foster an environment where women feel empowered and supported.”

Niine CEO Ameya Dangi added: “Access to sanitary pads is crucial, especially at large public gatherings. We have always believed in using such platforms to raise awareness about menstrual hygiene.”

The initiative has received overwhelming appreciation from women attendees, many expressing gratitude for the essential support. It is particularly significant for rural and semi-urban communities, where access to sanitary products remains limited.

Far from a simple CSR activity, Niine’s efforts at the Kumbh are being hailed as a movement to normalise menstruation and promote menstrual hygiene. By taking this bold step, the brand continues to demonstrate its commitment to fostering social change and empowering women.

February 6, 2025
Streax Professional assigns digital duties to Grapes Digital

MUMBAI: Hair colour brand Streax Professional has assigned its digital AoR (agency of record) mandate to Grapes Digital, following a multi-agency pitch. The account will be handled from Mumbai’s office.

As part of the mandate, the agency will be responsible for executing digital duties for the brand including content planning, creative support, media planning and buying and influencer marketing.

HRI COO Ameya Dangi said, “We are excited to associate with Grapes Digital. We are confident that the agency will deliver the best campaigns through their creative teams, and will help us to reach our digital target audience. Today, presence in the digital world is a very important way in which brands establish closer connect with their audience. Streax Professional has built a strong digital presence over the years and through our partnership with Grapes Digital, we intend to scale even greater heights.”

Grapes Digital founder & CEO Himanshu Arya said, “Streax Professional has a notable brand presence in the market that they have maintained and we look forward to working our charm on the brand. Like us, the brand also believes that digital is an important medium but our thinking isn’t restricted to that. The team will be focussing on creating ideas that connect with the consumers and more importantly get them from digital spaces to the store and associate with the brand. We are keen on delivering result-oriented strategies and are delighted to leverage this association.”

May 6, 2021
Nomarks for guessing who’s self-reliant

MUMBAI: Bajaj Nomarks has come out with its latest brand campaign that highlights the advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face.

Conceptualised by Mullen Lintas Mumbai, the film traverses the journey of a woman who decides to test her husband’s attention by attempting changes to herself.

Bajaj Corp head of marketing Ameya Dangi said that Nomarks was a cream completely Ayurvedic, and clinically tested for its efficacy quotient which makes it a unique product in the anti-marks category. They wanted to encourage people not to be bothered by small things like skin marks but to focus on realising their bigger ambitions irrespective of what others might think of them.

The film has been developed based on the insight that in today’s day and age, wives have a common complaint – husbands are so engrossed in doing their own thing that they fail to notice some obvious changes, especially about them. For example the husband will not notice any change in the appearance of the wife or for that matter even miss the new dress that she is wearing and so on and so forth. It was this insight that gave birth to the campaign idea of “Men Don’t Notice.”

Mullen Lintas EVP Ayyappan Raj said that the mark removal skincare category was seeing a visible growth in the number of players and it was imperative that each one differentiate their offering from the others. With Nomarks, the plus point was its reliance on herbal remedies along with the guarantee of delivering visible results in the quickest possible time.

The film has been launched offline on all popular channels and will also be rolled out extensively across Print and Outdoor. The film is being launched online as well and will play on major social channels.

January 19, 2017
Nomarks for guessing who’s self-reliant

MUMBAI: Bajaj Nomarks has come out with its latest brand campaign that highlights the advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face.

Conceptualised by Mullen Lintas Mumbai, the film traverses the journey of a woman who decides to test her husband’s attention by attempting changes to herself.

Bajaj Corp head of marketing Ameya Dangi said that Nomarks was a cream completely Ayurvedic, and clinically tested for its efficacy quotient which makes it a unique product in the anti-marks category. They wanted to encourage people not to be bothered by small things like skin marks but to focus on realising their bigger ambitions irrespective of what others might think of them.

The film has been developed based on the insight that in today’s day and age, wives have a common complaint – husbands are so engrossed in doing their own thing that they fail to notice some obvious changes, especially about them. For example the husband will not notice any change in the appearance of the wife or for that matter even miss the new dress that she is wearing and so on and so forth. It was this insight that gave birth to the campaign idea of “Men Don’t Notice.”

Mullen Lintas EVP Ayyappan Raj said that the mark removal skincare category was seeing a visible growth in the number of players and it was imperative that each one differentiate their offering from the others. With Nomarks, the plus point was its reliance on herbal remedies along with the guarantee of delivering visible results in the quickest possible time.

The film has been launched offline on all popular channels and will also be rolled out extensively across Print and Outdoor. The film is being launched online as well and will play on major social channels.

January 19, 2017