when a brand actually gets it right 💚✨
okay so i need to talk about something that happened in the fertility wellness space in india and why it actually matters
the tea:
Church & Dwight (yeah, the people behind Arm & Hammer) just launched Pre-Seed fertility lubricant in India and honestly?? the way they did it is chef's kiss
why this slaps:
instead of doing the usual awkward clinical ad that makes everyone uncomfortable, they went full storytelling mode. they got Puja Banerjee (Bengali films + Hindi TV queen) who is ACTUALLY A MOM to be the face of the campaign
and here's the thing - she didn't just pose with a product. they created this whole narrative around a mother's pregnancy journey. the hope, the waiting, the emotions, ALL OF IT.
the creative team behind this:
City Canvas Media handled the entire thing for Church & Dwight's India launch and they understood the assignment:
concept ✓
script ✓
shoot production ✓
marketing strategy ✓
they shot: → a YouTube ad with actual storytelling (not just "buy our product") → Amazon content → product photography
why i'm emotional about this:
fertility struggles are SO stigmatized in India. like people just don't talk about it. and here's a brand entering the market saying "hey, this is normal, this is okay, and here's something that might help"
having someone like Puja - who's been through pregnancy herself - tell this story makes it feel REAL. not like some corporate trying to sell you something they don't understand.
the bigger picture:
this Church & Dwight x City Canvas Media collab is honestly refreshing because it shows that global brands CAN do culturally sensitive marketing in India when they work with people who actually get it
they're not just translating western ads. they're creating something that resonates with Indian audiences while breaking down taboos around fertility wellness.
looking forward:
apparently this is just the beginning of their partnership and honestly?? i'm here for it. if this is the energy they're bringing to product launches, sign me up.
tldr: Church & Dwight launched Pre-Seed in India with an ad campaign that actually respects the audience's intelligence and emotions. Puja Banerjee killed it. City Canvas Media understood the assignment. Fertility wellness deserves better marketing and this is proof it's possible.
reblog if you think more brands should approach sensitive health topics with this level of thoughtfulness 💭