OZiva, a clean and plant based wellness brand, urges women and their families to stop taking their health and wellbeing as an afterthought. The campaign focuses on small moments, such as a woman who eats after everyone else, a mother who rests only once the day is done, or a partner who sidelines her own nutrition needs while ensuring her child’s nutrition is perfect. By turning attention to these habits, #ItsNotFine 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 on screens. Actors Aly Goni and Jasmine Bhasin take part in the campaign through a role-reversal narrative, where Aly steps into Jasmine’s daily routine, highlighting how women often say “it’s fine” while continuing to take care of everyone else.
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Comedian and content creator Bharti Singh alongside her husband, Haarsh Limbachiyaa, brings out how often the phrase slips into daily conversations. Digital creator Viraj Ghelani takes a conversational approach, explaining how phrases women use often mean more than what is said on the surface.
Parvathy Raja, VP – Brand Marketing, OZiva said, “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.”
The campaign invites people to look beyond the words “It’s fine” and understand what they often really mean, such as fatigue and postponed health. To amplify the message, the brand has introduced the Women’s Wellness Fest.
The Fest offers access to products including ACV Moringa, Gluta Fizzy, Collagen Ceramides, Hair Vitamins, Bioactive Plant Protein, and Protein and Herbs for Women. The event also includes Lakme Salon vouchers to assist women in their self-care journey.
