Mumbai: TTK Healthcare has appointed BC Web Wise as its digital agency for MsChief, India’s first female-centric pleasure brand from the house of TTK Healthcare. A pioneer in India’s sexual wellness category since the 1950s, TTK Healthcare has long been associated with trust, innovation, and social responsibility. Through leading brands such as Skore and Eva, the company has helped shape India’s modern understanding of intimacy, confidence, and self-care.
The collaboration follows a multi-agency pitch and aims to strengthen MsChief’s digital presence through communication that is culturally aware, authentic, and strategically grounded.
With extensive experience across sexual wellness, healthcare, and lifestyle categories, BC Web Wise brings a deep understanding of how to build trust in conversations that often face social discomfort.
Devanshi Shah, Associate Account Director, BC Web Wise, said, “The MsChief pitch was all about alignment, understanding the brand’s intent, the audience mindset, and the cultural boundaries that come with the category. We worked closely to bring in that clarity and conviction. This win is a strong addition to our portfolio and a testament to our team’s capabilities to navigate sensitive and evolving categories.”
Anuja Bharadwaj, Associate Creative Director, BC Web Wise, added, “What stood out for us in the MsChief pitch was how much care this space demands. Pleasure is deeply personal, yet rarely spoken of openly, so every word and visual needed thought. We spent time understanding how women navigate these conversations, what feels seen, what feels judged, what feels safe. Our effort was to build a voice for MsChief that feels inclusive, empathetic, and quietly confident, one that makes women feel spoken to, not spoken at. That’s the lens we’ll continue to bring to everything we create.”
Currently at USD 1.4 billion (2024), India’s sexual wellness market is poised for exponential growth, projected to cross USD 2 billion by 2033, driven heavily by female-oriented products. MsChief marks a strategic evolution for TTK Healthcare — expanding inclusivity and representation in the category by addressing the unique needs, aspirations, and conversations of Indian women.
Rooted in the belief that women deserve to claim and own their pleasure, MsChief represents a progressive step in India’s sexual wellness landscape. The brand combines TTK Healthcare’s legacy and expertise with a contemporary approach to normalizing conversations around intimacy, self-expression, and confidence.
Arjun Siva, Sr. DGM – Digital Marketing & eCommerce, TTK Healthcare, said, “We’re thrilled to have BC Web Wise on board as our digital agency for MsChief. We are working with a young, culturally in-tune team who truly understand the space we operate in, and the audience MsChief talks to. What impressed us was their strategic clarity and creative edge, backed by the solid experience of a 25-year-old agency. It’s the perfect mix of fresh thinking and seasoned expertise. I look forward to building the next phase of MsChief with them.”
