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Tag: Plush

  • Plush makes comfort a right, not a risk

    Plush makes comfort a right, not a risk

    MUMBAI: Now that’s a policy women can really get behind. Plush, the Chennai-based feminine hygiene brand, has launched India’s first-ever “Period Insurance,” a bold promise to make rash-free comfort a guarantee, not a gamble.

    Part of its spirited new campaign “Adjust Mat Karo, Plush Use Karo,” the initiative challenges the idea that discomfort is just part of the monthly routine. With every pack of Plush products, users now get “Period Insurance,” meaning first-time buyers can claim a refund if they experience rashes, irritation, or discomfort.

    “Periods already come with enough challenges. Women shouldn’t have to worry about their products adding to them,” said Plush co-founder Ketan Munoth. “With Period Insurance, we’re giving women the confidence to try Plush without hesitation. It’s about reassurance, trust, and comfort.”

    The process is refreshingly simple, every Plush pack includes a coverage card, and users can claim a refund by emailing care@plushforher.com if their first experience isn’t irritation-free.

    Plush’s campaign goes beyond a clever concept, it’s a cultural statement. By telling women to stop “adjusting” and start expecting comfort, the brand is aiming to normalise conversations around period care that prioritise well-being over endurance.

    To spread the message, Plush is amplifying the initiative through real user stories, on ground activations, and influencer collaborations, turning everyday experiences into authentic testimonials of comfort.

    With Period Insurance, Plush isn’t just selling pads, it’s underwriting confidence, one cycle at a time.
     

  • Plush and Instamart join forces

    Plush and Instamart join forces

    MUMBAI: No more last-minute period hacks! Plush has partnered with Instamart to redefine period care with a breakthrough solution, Plush’s Seamless Period Panty. Combining innovation, convenience, and comfort, this game-changing product is transforming the disposable period panty space with a seamless, undie-like design – nothing like the bulky, diaper-like options out there. Now, with just a tap, Plush Period Panties arrive in 10 minutes via Instamart, making period care effortless, and eliminating the need for last-minute makeshift fixes that women have relied on for generations.

    Their latest ad film takes a quirky, relatable spin on period prep struggles, capturing a classic jugaad moment where an older sister creatively layers multiple pads as a DIY leak-proofing hack, only to be stopped by her younger sister, who effortlessly orders a Plush Seamless Period Panty in a snap. This collaboration is a call to move beyond outdated solutions and embrace the future of period care.

    “For years, period care has been about adjustments and compromises. At Plush, we set out to change that,” said Plush co-founder Prince Kapoor. “Our Seamless Period Panty redefines period care – blending innovation, style, and superior leak protection for ultimate comfort.  Periods come with enough worries, but finding the right care shouldn’t be one of them. Teaming up with Instamart ensures just that.”

  • Plush and Blinkit deliver pads with a purpose this Menstrual Hygiene Day

    Plush and Blinkit deliver pads with a purpose this Menstrual Hygiene Day

    MUMBAI: Most people dread a legal-looking envelope but this one holds no fines, just facts. In a bold, attention-grabbing move for Menstrual Hygiene Day, femcare brand Plush has teamed up with quick commerce platform Blinkit to deliver more than just products, they’re delivering a cultural reckoning. In five Indian cities, over 25,000 homes received what appeared to be formal legal notices. But instead of summons, the sleek envelope bore a blazing message: “This is your final notice to put your comfort first.” Inside? A Plush 100 per cent rash-free pad and a mission to challenge the silence around periods.

    As part of its larger PeriodFriendlyWorld campaign, the activation brought period care straight into the spotlight (and the living room), removing the metaphorical brown bag from sanitary pads and giving menstruators permission to expect dignity, comfort and normalcy.

    The campaign ties into Plush’s wider digital movement, “Volume Up. Period.” which addresses a quiet truth: most menstruators instinctively lower their voices when talking about periods, not out of choice but conditioning. Plush is on a mission to unlearn that silence.

    “Periods have been tiptoed around for too long inside homes, offices, and even marketing boardrooms,” said Plush co-founder Prince Kapoor. “This campaign isn’t just about delivering pads, it’s about speaking up. To expect better. To demand comfort. To turn the Volume Up. Period. We’re proud to do it in partnership with Blinkit, who help us take this message straight into the homes where it matters most.”

    Blinkit Senior vice president for revenue Anish Shrivastava added, “This Menstrual Hygiene Day, we’re proud to collaborate with a femcare brand like Plush to support a cause that underscores the need for period care to be seen, respected, and prioritised. It’s about making room for honest conversations, and ensuring that something so fundamental is never out of reach.”

    The campaign ran across Bengaluru, Hyderabad, Mumbai, Pune, and Chennai on May 27 and 28, making a case for how direct-to-home marketing can become a megaphone for cultural change. And while the pads were soft, the message was loud and clear: periods aren’t taboo, they’re part of life and they deserve to be treated that way.

    Because building a PeriodFriendlyWorld doesn’t start with a billboard, it starts at your doorstep.

  • King Koil Unveils Posture Sense Mattress

    King Koil Unveils Posture Sense Mattress

    King Koil, an internationally acclaimed and magnificent mattress brand has ushered in its latest range of premium mattress ‘Posture Sense’. Posture Sense by King Koil is the most widely available balanced coiled support system mattress, with a unique dual comfort feature. To ensure, an ultimate sleeping comfort, this uniquely designed & patented technology mattress, has been launched, for the first time in the Indian mattress market.

     

    The Posture Sense Mattresses are made from the finest materials in the most appropriate mix and provides an unrivalled comfort and support to the human body. With the unique high coil count of pocketed spring core, Posture Sense comes with one side as a softer support layer to the body for luxurious and plush feel and on the other side off the mattress an option of comparatively firmer feel to the body.

     

    The firm side is created by using heavy density REBOND foam; where as the soft side comes with two luxury layer options i.e Ultra PLUSH Foam and CELLULAR MEMORY Foam. All the mattresses meet our high- quality standards of proper support, comfort and long-lasting durability.

     

    Excited about the unique addition to the portfolio of King Koil, Mr. Archit Gupta, Managing Director said, “Our Company is well-known for providing Innovative Designs & Patented technology mattresses. As a sole licensee of King Koil for the Indian Market, I am sure it will help us to redefine the sleeping solutions.”

     

    We aim to continuously present a large range of offerings to Indian customers and Posture Sense mattress is the new addition in this endeavor”, added Mr. Gupta.

     

    Posture Sense mattresses are available across all leading stores of India, the price ranges from15000 INR to 46000 INR.