GroupM's Motivator bags media mandate of Soothe Healthcare

Motivator, a GroupM agency, has won the media mandate for Soothe Healthcare, makers of Paree and Pariz sanitary pads.

The media agency won the account after a multi-agency pitch and the account will be handled by its Gurgaon office.

With a view to creating long-term value for the brand in an aggressively growing women’s hygiene category, till now dominated by MNCs, Motivator will handle Soothe Healthcare’s online and offline planning, buying and implementation and strategic initiatives and partnerships as part of the mandate.

Mausumi Kar, Managing Director, Motivator, said, “We are excited to partner with Paree. It is a brand that is creating waves with a compelling, first-of-its-kind of need solution in a category that’s very competitive. Our essence is one of ‘questioning status quo to arrive at differential routes to success’ which matches perfectly with Paree’s vision of redefining the category. We look forward to our journey together.”

Sahil Dharia, Founder and MD, Soothe Healthcare, said, “Innovation is one our core values and our unique product proposition of ‘Heavy Flow- 3 Second absorption’ is complemented by a communications and media strategy that fits well together.  Paree is India’s first professionally managed feminine hygiene brand to reach scale with a progressive brand story to tell.  We look forward to working with Motivator to push the envelope on bringing this category out of the closet.”

Soothe HealthCare manufactures, distributes and markets feminine hygiene products.  It thrives in challenging the status quo with women in key roles, 65% women employment across the company and at ownership level.

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