Mumbai, India: Illustrake Digital Marketing Services Pvt. Ltd. has been appointed as the digital marketing partner for TENA, one of the world’s most trusted and recognized brands in incontinence care. The partnership marks an exciting new chapter for both organizations as they work together to strengthen TENA’s digital presence and connect more meaningfully with consumers across India.
For over six decades, TENA has been helping millions of people around the world live with greater confidence, comfort, and dignity. As a flagship brand of Essity, TENA has built a strong reputation through innovative products and a deep understanding of consumer needs. Today, the brand serves consumers and healthcare professionals across multiple continents and continues to lead conversations around better care and quality of life.
Under this partnership, Illustrake will lead TENA’s digital marketing efforts in India, focusing on performance marketing, customer acquisition, conversion optimization, and scalable digital growth strategies. The objective is not just to drive business results, but also to create awareness and educate consumers through thoughtful, meaningful communication.
What makes this collaboration particularly significant is the nature of the category itself. Healthcare requires a different approach to marketing. It demands empathy, responsibility, and a genuine understanding of the people being served. Both teams share a common belief that digital marketing can play an important role in breaking stigmas, increasing awareness, and helping consumers make informed choices.
A Note from Mihir Gadhvi, Founder of Illustrake
“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. 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.”
This partnership further strengthens Illustrake’s growing reputation as a trusted digital growth partner for leading brands. It also reflects the agency’s ability to handle complex, high-impact digital mandates while delivering both strategic value and measurable outcomes.
As TENA continues to expand its presence in India, the collaboration is expected to play a key role in building awareness, driving adoption, and supporting the brand’s mission of improving lives through better care, innovation, and education.
