ITV

Tag: Sofy

  • Sofy and Sara Ali Khan unite to redefine confidence in period management

    Sofy and Sara Ali Khan unite to redefine confidence in period management

    Mumbai: Sofy, a feminine hygiene brand by Unicharm, is delighted to onboard popular Bollywood celebrity Sara Ali Khan as its new brand ambassador. This partnership aims to resonate with the aspirations of GenZ girls who seek confidence, comfort, and worry-free periods in their fast-paced lives.

    Unicharm, a global leader in the field of hygiene products, stands at the forefront of innovation and quality, catering to diverse needs in the personal care category. As the driving force behind Sofy, Unicharm has continuously met the evolving demands of consumers, particularly in the realm of feminine hygiene. From manufacturing products for both period and non-period days, Sofy sells top-quality sanitary napkins, tampons and pantyliners all around the world.

    Sara Ali Khan, known for her dynamic presence and relatable persona, is all set to represent Sofy AntiBacteria range in a captivating new TVC. The commercial, showcasing a day in Sara’s life, emphasizes her hectic routine, effortlessly balancing professional commitments and personal life. Sofy’s long-hour leakage protection ensures that Sara can conquer each day without the concern of leakage, smell, or bacteria.

    Unicharm managing director Vijay Chaudhary expressed his enthusiasm about the collaboration, stating, “We are excited to have Sara Ali Khan as the face of our brand, empowering young girls to relentlessly pursue their dreams. At Unicharm, we have pioneered advancements in research and technology over years, positioning us as a trusted ally in promoting health and comfort in everyday life. The collaboration with Sara Ali Khan as the brand ambassador for Sofy further underlines Unicharm’s dedication in meeting the hygiene needs of girls during periods by offering them the highest product standards.

    Sara Ali Khan shared her excitement about the partnership, stating, “In a world where every step counts, I believe in living life without compromises. Sofy supports my long day shoots, prevents leaks, and ensures hygiene throughout the day. Every girl deserves a partner that understands her dreams and supports her journey, and Sofy has always been my trusted partner. With this association, I take pride in endorsing a product that aligns with the aspirations of the youth today to embrace a lifestyle that’s ambitious and fearless.”

    The TVC spotlights on the unique features of Sofy AntiBacteria XL+, promising deep absorption, and extra protection from leakage and smell. The highly differentiated Sofy antibacteria product ensures hygiene from bacterial infection due to an innovative antibacterial sheet. The plus 30 per cent deep absorption power prevents leakage while the infusion of natural herbs prevents smell while maintaining hygiene during periods. Sofy stands out as a reliable solution, offering the confidence and comfort that modern, active girls seek thus making it the ideal choice for staying worry-free and confident during their periods. As the brand says, “hum aage aage duniya peeche peeche,” Sofy remains dedicated to supporting girls on their journey to greatness.

    Talking about the campaign VML India Sr VP & EBD Bhavana Dogra said: “We are proud to have worked with team Sofy on their latest campaign with Sara Ali Khan. Sara represents the young girl of today who is confident, aspirational and can’t let fear of periods come in the way of achieving her dreams.  Sara Ali Khan delivers the brand message well and is someone the girls look upon.”

  • Piyush Pandey breaks stereotypes with Anouk ad

    Piyush Pandey breaks stereotypes with Anouk ad

    MUMBAI: Famous for coming up with out of the box ideas, Ogilvy and Mather executive chairman and national creative director Piyush Pandey has managed to touch a raw nerve with the Bold Is Beautiful campaign orchestrated for Anouk.

     

    Anouk is an apparel brand that specializes in Indian and traditional women clothes and is promoted by Myntra. Pandey and his maverick bunch were looking to convey the message that it’s not just the westerners who are progressive in their thinking and are breaking stereotypes and that traditional Indians are also very much doing it. To convey this message, O&M launched an ad featuring a lesbian couple in a live-in relationship. One of them has invited her parents to meet her partner and the ad emphasizes on their preparation to encounter The Visit.

     

    Speaking to Indiantelevision.com about the ad Pandey says, “No idea is drawn without keeping the brand in my mind. Anouk is an Indian wear specialist and there are a number of other brands who specialize in the same so we had to come up with something that stands out and that’s how Bold is Beautiful came into existence.”

     

    The ad went viral and has garnered more than one million views on YouTube. The ad began trending on social media too, and also kick-started a debate as to whether this ad featuring a lesbian couple was the first of its kind.

     

    When queried if the debate made a difference to the creators, Pandey replies, “I don’t know if this is the first or not and I wasn’t really concerned about that either. For me, if there is an understanding of the brand and the creative, you create complements or add value to that. And that’s what really matters. Of course we wanted our work to stand out and leave a mark but we were not concerned whether it was the first ad to feature a lesbian couple.”

     

    “The reaction we got so far is overwhelming and frankly speaking I did not expect it to be so positive. This only goes to prove that we have taken a step forward. I knew people will talk about it positively but such a wide reaction is highly satisfying. It’s almost like the viewers and the client telling us, Bold Is Beautiful,” Pandey adds.

     

     

    Breaking stereotypes has been a key facet for Pandey and his India team. Not long back the ad men did something similar with Her Life, Her Choices campaign for Titan Raga, which got again got more than one million views on YouTube.

     

    The film begins with a lady sitting in a cafeteria and a reading book. A man asks her if the seat is occupied and without looking at him she says that it’s empty. Eventually when she looks at him she finds the interruption was by her ex-lover. When she asks him how he has been, he makes a reference to her leaving him. As they talk and catch up, it is revealed that both of them are still single. On being asked why it is so, she tells the man that she never gets time from work. This being something he knew all too well, he makes a passing comment about how their relationship would have worked had she stopped working. She retaliates by saying that he could have also quit. Offended, he tells her that he could not have quit; seeing how he is a man and says, “How can a man not work.”

     

    Amused, she looks down at her Raga and tells him that he is still the same man that she had left all those years ago. She then proceeds to offer the ashamed man coffee as she goes on talking.

     

    The film ends with a shot of the watch and her voice over saying, “Khud se naya rishta.” (A new relationship with one’s self).

     

     

    Taproot also made an ad that broke stereotypes in recent times in their commercial for Airtel, where the wife is shown as being the boss. Both husband and wife work in the same office where the woman is the boss. The ad shows her giving assignments to her husband and also assigning constraint deadlines. However, post office hours, she goes home and cooks for him while he is busy working. The ad brings a smile to every viewer and also sends a strong message across.

     

     

    Sanitary napkin brand Sofy has also launched a non-conventional TVC where they ask why girls say they are down while they have their period and a send across a strong message that having their period is not something to hide. A few years back, daily broadsheet Hindustan Times launched a commercial featuring two homosexual men out for a date and a spectator stares at them with suspicion. At that very moment another man slaps him with a HT newspaper and the tagline says, “It’s time to open up.”

     

    Later, Fastrack came up with a commercial featuring a lesbian encounter as a part of its quirky series of ‘Move On’ ads.

     

    With Indian ads becoming progressive and open-minded, the message is loud is clear that the saree and kurta are apparels not thoughts and people should not be judged based on what they wear. The Indian ad fraternity is setting a strong example of a progressive nature and it is being lauded by the one and all.

     

    This time it was Ogilvy’s Piyush Pandey and his ‘men in black,’ who took the country towards liberalism one step at a time… tomorrow it will be someone else from another organization who is bold enough to break typecasts and come up with something liberally different!

  • Anushka Sharma replaces Prachi Desai as Sofy ambassador

    NEW DELHI: Bollywood actor Anushka Sharma is the new brand ambassador for the Japanese sanitary napkin brand ‘Sofy‘. She has replaced Prachi Desai as the brand ambassador.

    By roping in Sharma, known for her roles films like ‘Band Baaja Baraat‘ and ‘Ladies V/S Ricky Behl‘, the Japanese firm Unicharm intends to create a direct connect with the new age women. With an exclusive market for its Sofy brand, Unicharm aims to create an era where Indian women can take ‘Pride in being a Woman‘ by leading a more active and confident lifestyle even during menstruation.

    It is through the new campaign that Sofy Side Walls aims to highlight the unique feature of Flexible ‘Side Walls‘ which prevent side leakage and staining along with the comfort of Long Lasting Absorbency, thus, creating a sense of confidence in the go-getter woman of today.

    On her association with Sofy, Sharma said, “I am very excited to be associated with Sofy, and am keen to create a new era where all Indian women will take pride in being a woman. I am very sure that Japan‘s No. 1 sanitary napkin brand will become India‘s No. 1 too.”

    On the latest TVC for Sofy, she exclaims, “Sofy‘s TVC is different. In the TVC, I am mostly like myself – outspoken, confident girl who has a mind of her own. I believe the best way to convey SOFY‘s message to all young girls is when I can be myself and directly talk to my audience. And I spell things out clearly. After all, it‘s high time we stopped hush-hushing about periods and opened a mature conversation about it.”

    “Through this TVC, I wish to convey to every girl out there that she should no longer be worried about staining and can move about confidently during periods. Also through this association, I would like to introduce to them a product which is revolutionary in its own way and brings to the consumer an extension of comfort that helps them lead an active life.”

    Unicharm India MD Yukihiro Kimura added, “We are privileged to have Anushka as the new brand ambassador of Sofy, as she truly exudes the confidence of the brand. Roping in Sharma was a strategic decision as the company wanted a youth icon to represent the brand and also talk freely about the unique feature of Sofy Side Walls. Being the quintessential girl-next-door, the engagement of Anushka Sharma will work well for the brand, which intends to engage itself with the everyday girl.”