Eva, a leading brand in the women’s deodorant space under TTK Healthcare, has launched a compelling new television commercial (TVC) titled ‘Band of Baes’. Conceptualised and executed by the independent advertising agency Curry Nation, the TVC aims to inspire young women by addressing the sensitive topic of body insecurity.
The film follows the friendship of three young women united by their love for music. The storyline brings to light an issue that resonates with many—apprehension around underarm appearance. The narrative shows how one friend overcomes this personal struggle with the help of Eva’s new Roll-On. The product’s natural formulation helps her feel more confident, enabling her to shine during an upcoming musical performance.
The Roll-On stands apart from others in the market due to its alcohol-free and aluminium-free formula. Infused with Tahiti Monoi oil extracts, the product not only delivers a refreshing fragrance but also nourishes and softens underarm skin.
Vishal Vyas, Vice-President (CPD), TTK Healthcare, said, “The ‘Band of Baes’ campaign is designed to resonate with today’s generation of young women. The campaign resonates with the message of building a connection, fostering self-love, and encouraging young girls to break free from their insecurities. Eva Roll-On not only helps nourish their skin and makes them feel fresh but also makes them feel confident and ready to face the world with pride.”
Priti Nair, Founder, Curry Nation, added, “Our goal with ‘Band of Baes’ is to inspire young women to feel confident in their own skin. Eva has always been more than just a product for freshness - it is a brand that nurtures confidence and self-expression. Through this TVC, we aim to showcase that confidence is empowering, and every woman deserves to feel her best, each day.”
The campaign will be aired across a wide array of platforms including Star Plus, Colors, Sony SAB, Zee TV, Zee Cinema, Sony Max, Goldmines Movies, 9XM, B4U Music, MTV, ShowBox, and Dangaland. It will be available in seven regional languages to maximise reach and engagement.
Eva, originally launched in 1998 as a teen grooming brand, has since expanded into roll-ons and no gas perfumes. The brand has built strong traction among young audiences across India, consistently celebrating the individuality and strength of modern women.
