Mumbai, 9th March, 2026: Oziva, India’s leading clean and plant based wellness brand urges women (and their families) to stop taking their health and wellbeing as an after thought. It usually starts with small moments. A woman who eats after everyone else. A mother who rests only once the day is done” with “ensures her child’s nutrition is perfect while side lining her own nutrition needs. A partner who ignores her tiredness and says, “It’s fine.” These words are said softly, often with a smile. Over time, they become a habit. By turning attention to these habits, #ItsNotFine gently asks families to notice what usually goes unseen and to pause before accepting “It’s fine” as the final answer.
These stories come alive through voices people already invite into their homes on screens every day. Actors Aly Goni and Jasmine Bhasin take part in the campaign through a relatable role-reversal narrative, where Aly steps into Jasmine’s daily routine, subtly highlighting how women often say “it’s fine” while continuing to take care of everyone else around them. Comedian and content creator Bharti Singh alongside her husband, writer-producer Haarsh Limbachiyaa brings out how often “It’s fine” slips into daily conversations.
Digital creator Viraj Ghelani takes a conversational approach, humorously explaining to his friends how phrases women use – like “it’s fine” often mean much more than what is said on the surface, especially in everyday relationship dynamics.
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.”
