Mumbai: Illustrake Digital Marketing Services Pvt. Ltd. has been appointed as the digital marketing partner for TENA, the global incontinence care brand owned by Essity, marking a strategic move to strengthen TENA’s digital presence and deepen consumer engagement across India.
The partnership will see Illustrake lead TENA’s digital marketing initiatives in India with a focus on performance marketing, customer acquisition, conversion optimisation and scalable growth strategies.
For more than six decades, TENA has built a global presence in incontinence care by developing products and solutions aimed at improving confidence, comfort and quality of life for consumers. As Essity’s flagship brand in the category, TENA serves consumers and healthcare professionals across multiple international markets.
Through the collaboration, both organisations aim to strengthen awareness and education around the category while creating more meaningful consumer engagement through digital platforms.
The partnership also reflects a broader focus on healthcare communication, where consumer education, empathy and responsible messaging play an increasingly important role in shaping adoption and trust.
Commenting on the partnership, Mihir Gadhvi, Founder of Illustrake, said, “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.”
Speaking about the agency’s mandate, Gadhvi further said, “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.”
He concluded, “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.”
The mandate further strengthens Illustrake’s positioning as a digital growth partner for brands seeking strategic and performance-led marketing capabilities across complex categories.
As TENA continues to expand its footprint in India, the partnership is expected to support the brand’s efforts to drive awareness, encourage adoption and advance conversations around care, innovation and informed consumer decision-making.
