Illustrake Digital Marketing Services has secured the digital marketing mandate for TENA in India, taking on performance marketing, customer acquisition, conversion optimisation and broader digital growth for the incontinence care brand owned by Essity.
The mandate isn’t purely a numbers game. Alongside the standard growth metrics, the partnership is expected to lean into consumer awareness and education, a deliberate choice for a category that still carries stigma and where digital communication often has to do the work of normalising a conversation before it can sell anything.
That tension between sensitivity and scale is exactly what Illustrake founder Mihir Gadhvi pointed to in describing the win. He called it a category where empathy matters as much as innovation, framing the brand fit less around campaign mechanics and more around a shared understanding that marketing in this space starts with people, not products.
Gadhvi’s ambitions for the partnership stretch beyond standard digital growth. He talked about wanting campaigns that build trust and start conversations that matter, language that signals Illustrake sees this less as a typical performance mandate and more as an opportunity to shape how an entire category talks to its consumers in India.
For TENA, a global brand operating in a market where incontinence care remains a quietly underserved and under-discussed need, the bet is that an agency willing to combine measurable growth with genuine purpose might be exactly the right partner to scale its presence without losing what made it credible in the first place.
