- Empowering women to define comfort, freedom, and choice on their own terms ~
National, 7th March 2025: Women have always adapted, adjusted, and compromised – whether at home, at work, or in public spaces. Comfort, for them, has often come with conditions. This Women’s Day, Frido is challenging that mindset with its campaign, ‘Her Terms and Comfort’, a movement designed to encourage women to put themselves first, unapologetically.
Frido’s exclusive Comfort Edition packaging for Women’s Day became more than just a product – it turned into a canvas for self-expression. Each package featured a dedicated space where women could write what freedom meant to them, with a pen included to bring their thoughts to life. Women from all walks of life – college students, working professionals, and senior citizens – poured their hearts out in Hindi, Marathi, English, and other regional languages.
For some, freedom was about running, feeling the wind against their face as they chased their dreams. For others, it was dancing without inhibitions, reading in solitude, or knitting in quiet joy. Some found it in the thrill of driving alone, the independence of traveling solo, or simply having the power to make choices on their own terms. Every response made this campaign deeply personal, proving that comfort isn’t just physical – it’s about living unapologetically, without conditions or constraints.
But the campaign goes beyond packaging, taking the conversation into public spaces through on-ground activations. In Pune, Mumbai, and Delhi metros, libraries across cities, and various cafés and hostels, interactive boards invited women to share their thoughts, turning everyday spaces into platforms for self-expression.
The conversation doesn’t stop at the packaging – it continues online with #HerTermsAndComfort, where women from all walks of life, including influencers, entrepreneurs, and everyday changemakers, share what freedom and comfort truly mean to them. Through heartfelt stories, interactive polls, and candid Q&A sessions on X (formerly Twitter) and LinkedIn, the campaign brings to light the voices of women who choose comfort on their own terms, unapologetically.
Ganesh Sonawane, Co-Founder and CEO, Frido, emphasized the larger vision behind the campaign, “Women lead with strength and resilience, making an impact in every sphere of life. ‘Her Terms and Comfort’ is about celebrating their right to choose comfort for themselves. Comfort isn’t a luxury—it’s a necessity. And this campaign is our way of reminding every woman that she deserves to live, work, and move freely, on her own terms.”
Echoing his statement, Arif Khan, Co-Founder & COO of Frido, said, “At Frido, we design products that make everyday movement easier. But true comfort extends beyond just physical relief – it’s about choice, confidence, and the freedom to live life without compromise. This Women’s Day, we are not just offering products; we are sparking conversations that we hope will inspire a long-lasting change.”
Through real-world engagement and digital storytelling, Frido isn’t just starting a conversation – it’s making a statement: comfort isn’t a privilege, it’s a right. Every woman deserves to live, move, and express herself freely, without compromise. As the campaign unfolds, Frido invites women everywhere to join in, share their stories, and celebrate comfort on their own terms – because this Women’s Day is all about her.
About Frido:
Frido is dedicated to redefining comfort with its thoughtfully designed ergonomic products. From cushions and insoles to pillows, each product is crafted to provide relief from pain, improve posture, and enhance daily living. With a focus on quality and innovation, Frido empowers individuals to live comfortably and confidently.
Discover more at www.myfrido.com
