TTK Healthcare has appointed BC Web Wise as its digital agency for MsChief, India’s first female-centric pleasure brand. The mandate has followed a multi-agency pitch process and has aimed to enhance MsChief’s digital presence through communication that is rooted in authenticity, cultural awareness, and strategic clarity.
A pioneer in India’s sexual wellness category since the 1950s, TTK Healthcare has been known for brands such as Skore and Eva that have shaped the country’s understanding of intimacy, confidence, and self-care. The partnership has marked a continuation of that legacy with a focus on inclusivity and women-centric narratives.
With extensive experience across sexual wellness, healthcare, and lifestyle categories, BC Web Wise has brought a nuanced understanding of building trust in conversations often surrounded by social discomfort.
MsChief has represented a strategic step forward for TTK Healthcare to expand inclusivity and representation within the sexual wellness segment by addressing the specific needs and aspirations of Indian women. Rooted in the belief that women deserve to claim and own their pleasure, the brand has signified a progressive move towards normalising conversations around intimacy, self-expression, and confidence.
The sexual wellness market, currently valued at USD 1.4 billion (2024), has been projected to cross USD 2 billion by 2033, with female-oriented products driving the growth. MsChief has been positioned to play a key role in this evolution through TTK Healthcare’s legacy and BC Web Wise’s strategic expertise.
“The MsChief pitch was all about alignment, understanding the brand’s intent, the audience mindset, and the cultural boundaries that come with the category. We worked closely to bring in that clarity and conviction. This win is a strong addition to our portfolio and a testament to our team’s capabilities to navigate sensitive and evolving categories,” said Devanshi Shah, Associate Account Director, BC Web Wise.
“What stood out for us in the MsChief pitch was how much care this space demands. Pleasure is deeply personal, yet rarely spoken of openly, so every word and visual needed thought. We spent time understanding how women navigate these conversations, what feels seen, what feels judged, what feels safe. Our effort was to build a voice for MsChief that feels inclusive, empathetic, and quietly confident, one that makes women feel spoken to, not spoken at. That’s the lens we’ll continue to bring to everything we create,” said Anuja Bharadwaj, Associate Creative Director, BC Web Wise.
“We’re thrilled to have BC Web Wise on board as our digital agency for MsChief. We are working with a young, culturally in-tune team who truly understand the space we operate in, and the audience MsChief talks to. What impressed us was their strategic clarity and creative edge, backed by the solid experience of a 25-year-old agency. It’s the perfect mix of fresh thinking and seasoned expertise. I look forward to building the next phase of MsChief with them,” said Arjun Siva, Sr. DGM – Digital Marketing and eCommerce, TTK Healthcare.
