GroupM’s Motivator bags Soothe Healthcare media mandate

MUMBAI: Motivator, a GroupM agency, has won the media mandate for Soothe Healthcare, makers of Paree and Pariz sanitary pads. Motivator won the account post 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 MNC’s, Motivator will handle Soothe Healthcare’s online and offline planning, buying and implementation and strategic initiatives & partnerships as part of the mandate.

Speaking on the win, Motivator MD Mausumi Kar said, “We are excited to partner with Paree. It is a brand that is creating waves with a compelling, first of it’s 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.”

Soothe Healthcare Founder & MD Sahil Dharia 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.”