OZiva has rolled out a new campaign titled #ItsNotFine, encouraging women and their families to stop treating women’s health and wellbeing as an afterthought.
The campaign draws attention to everyday habits that often go unnoticed, such as women eating after everyone else, delaying rest until household responsibilities are complete, or overlooking their own nutrition while prioritising their family’s needs. By spotlighting these small but persistent behaviours, the initiative urges families to pause and reconsider the common response, “It’s fine”.
The stories are brought to life through digital-first content featuring actors Aly Goni and Jasmin Bhasin in a role-reversal narrative where Goni steps into Bhasin’s daily routine, highlighting how women often continue to manage responsibilities while downplaying fatigue or personal needs.
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Comedian Bharti Singh and writer-producer Haarsh Limbachiyaa also feature in the campaign, portraying how the phrase “it’s fine” frequently slips into everyday conversations. Digital creator Viraj Ghelani adds a humorous take by explaining how such phrases often mask deeper feelings of exhaustion or postponed self-care.
Added Parvathy Raja, VP - Brand Marketing, OZiva, “Our campaigns are crafted to drive meaningful cultural conversations around health. Over the years, we’ve consistently brought attention to areas that are often overlooked - from conversations around PCOS to the everyday gaps in women’s nutrition and wellbeing. With #ItsNotFine, we aim to highlight the subtle, yet deeply ingrained behaviours where women put their health and themselves last. Through this campaign, we hope to encourage families to recognise these patterns and collectively shift the narrative - because women’s wellbeing should never be treated as an afterthought.”
Alongside the campaign, OZiva has introduced a Women’s Wellness Fest, aimed at encouraging women to take small steps towards prioritising their wellbeing. The initiative offers complimentary products and access to the brand’s bestselling range, including ACV Moringa, Gluta Fizzy, Collagen Ceramides, Hair Vitamins, Bioactive Plant Protein and Protein & Herbs for Women, along with Lakme Salon vouchers.
Founded on plant-powered science, OZiva develops clean, plant-based formulations using clinically studied ingredients designed to support holistic wellbeing.
