This Women’s Day, Oziva Launches #ItsNotFine Campaign to Call Out Women’s Everyday Self-Neglect
The campaign extends beyond storytelling to spark a wider dialogue on preventive and everyday wellness
Mumbai, March 9: 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.”
Campaign link by Bharti – https://youtu.be/XFIrYmz8vAs?si=feb36PIN9oXu1yZJ Campaign link by Aly Goni & Jasmine Bhasin : https://www.instagram.com/reels/DVgLVfejLxn/
Campaign link by Comedian Gaurav Kapoor – https://www.instagram.com/reel/DVkhP-MDpCr/
Campaign link by Viraj Ghelani – https://www.instagram.com/reels/DVifXcFkYPc/
The campaign invites people to look beyond the words “It’s fine” and understand what they often really mean (fatigue, postponed health, and unmet personal needs) while encouraging small, thoughtful actions in everyday life.
To further amplify the message of the campaign, the brand has introduced the Women’s Wellness Fest, designed to encourage women to take a small but meaningful step towards their own wellbeing. The Fest offers freebies worth INR 2,299 along with access to the brand’s best sellers, including ACV Moringa, Gluta Fizzy, Collagen Ceramides, Hair Vitamins, Bioactive Plant Protein, and Protein & Herbs for Women. The Fest also includes Lakme Salon vouchers, making it easier for women to begin their self-care journey.
