Illustrake Digital Marketing Services has bagged the digital marketing mandate for TENA, the incontinence care brand owned by Essity. The collaboration aims to strengthen TENA’s digital footprint in India while fostering deeper engagement with consumers through awareness-led and education-focused initiatives.
With a legacy spanning more than six decades, TENA has established itself as a leading name in incontinence care, serving consumers and healthcare professionals across global markets. Through this partnership, Illustrake will oversee the brand’s digital marketing strategy in India, including performance marketing, customer acquisition, conversion optimisation and scalable growth initiatives.
Beyond driving business outcomes, the partnership will focus on building awareness around incontinence care and encouraging informed decision-making among consumers. Both organisations highlighted the importance of empathy and responsibility in healthcare marketing, with a shared commitment to using digital platforms to reduce stigma, improve awareness and enhance access to information.
Mihir Gadhvi, Founder of Illustrake, said, “Winning the trust of a global brand like TENA is a proud moment for our team.” “At Illustrake, we’ve always believed that great marketing is about understanding people first. TENA operates in a category where empathy matters as much as innovation, and that’s what makes this partnership so meaningful for us. Our goal is to help TENA scale its digital presence in India while staying true to the values that have made it a global leader.”
He also added, “We want to create campaigns that not only deliver measurable growth but also build trust, start important conversations, and make a positive impact on consumers’ lives. As an agency, we’re fortunate to work with ambitious brands across categories, but opportunities like these are special because they combine business growth with genuine purpose. We’re excited about the journey ahead and grateful for the confidence TENA has placed in our team.”
