BC Web Wise, one of India’s leading independent digital agencies, has won the digital mandate for MsChief, India’s first female-centric pleasure brand from TTK Healthcare, following a competitive multi-agency pitch.
The partnership aims to strengthen MsChief’s digital presence through culturally aware, authentic, and inclusive communication that resonates deeply with Indian women.
A pioneer in India’s sexual wellness category since the 1950s, TTK Healthcare has built a legacy of empowering brands like Skore and Eva, shaping the nation’s understanding of intimacy, confidence, and self-care. With MsChief, the company continues this evolution—advancing inclusivity and representation in the sexual wellness space by addressing women’s needs, aspirations, and agency in intimate well-being.
Through this collaboration, BC Web Wise will lead the brand’s digital transformation, creating meaningful conversations around female pleasure, self-expression, and confidence. The agency’s deep expertise across healthcare, wellness, and lifestyle categories positions it to build trust and empathy in a space often surrounded by social discomfort.
“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,” said Devanshi Shah, Associate Account Director, BC Web Wise.
“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,” said Anuja Bharadwaj, Associate Creative Director, BC Web Wise.
“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,” said Arjun Siva, Sr. DGM – Digital Marketing and eCommerce, TTK Healthcare.
As India’s sexual wellness market, valued at USD 1.4 billion in 2024, continues its upward trajectory to USD 2 billion by 2033, female-oriented brands like MsChief are expected to play a pivotal role in driving category growth. Backed by TTK Healthcare’s 85-year legacy and BC Web Wise’s digital-first expertise, MsChief aims to normalize conversations around women’s wellness, empowerment, and pleasure in a culturally respectful manner.
The partnership reinforces a shared vision — to make sexual wellness inclusive, informed, and empowering for every woman.
