SUGAR Cosmetics launches campaign with Ranveer and Tamannaah


SUGAR Cosmetics has launched a #ShukarHainSUGARHain TV commercial featuring actors Ranveer Singh and Tamannaah Bhatia, with guest Vineeta Singh, Co-Founder and CEO of SUGAR Cosmetics.

The #ShukarHainSUGARHain tongue-in-cheek ad highlights the transfer-proof lipstick brand’s USP and is off to a stellar start with simultaneous TV, OOH, print, radio and cinema launches. This will be further amplified across mainstream digital channels, social media channels, OTT, and retail touch points. The TV commercial will be aired nationally in 5 languages ​​ including Hindi, Bengali, Kannada, Marathi, Tamil and Telugu, on over 50 major electronic channels. The OOH campaign will be launched across India targeting key markets including metro metros and large tier I and II cities. In addition to the above, SUGAR Cosmetics will also amplify TV advertising through a network of OTT platforms, YouTube ads and in-store visual merchandising. The brand will also participate in #ShukarHainSUGARHain campaign contests and gamified fun filters live on various social media platforms and will be seen engaging with over 10,000 influencers.

The #ShukarHainSUGARHain campaign is a celebration of the many different situations and contexts the brand’s core audience finds themselves in and that SUGAR always has their back, no matter what surprises await them. The campaign highlights that Ranveer (playing Vihaan) takes Tamannaah (playing Arya) home to meet her family. Ranveer, who is nervous, gets a kiss from his girlfriend just moments before his family opens the door to meet them. We see Vineeta Singh, co-founder and CEO of SUGAR Cosmetics (playing Vihaana’s sister) and the parents are confused when they see Ranveer’s hand covering his face. Tamannaah pulls Ranveer’s hand down and whispers, “Please SUGAR ki lipstick hai!”, confirming that SUGAR lipsticks don’t transfer and there’s no lipstick mark on his face to worry about. The TV ad ends with Ranveer and Vineeta exclaiming “Shukar hai SUGAR hai!”

Excited about the ad, Ranveer Singh added, “Defying the conventional is embedded in my DNA and I am proud to partner with a brand that employs over 2,500 women and believes in empowering them. I have admired SUGAR’s ability to build a tremendous following over the years and I am excited to be a part of this journey and help the brand achieve its mission of providing Indian women with access to premium quality makeup that has been specially created for them.

Commenting on this commercial collaboration, Tamannaah Bhatia said, “SUGAR Cosmetics has been a cult favourite in my vanity for a long time – because the products have always been delivered! I am excited to represent the brand and support their initiative to add some sweetness to Indian women’s lives by giving them access to highly effective products specially formulated for their skin type at competitive prices.

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