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<ul><li><keyword id="7433188" type="General" weightage="20" keywordseo="SUGAR-Cosmetics" source="Orion">SUGAR Cosmetics</keyword> launches its #BoldAndFree campaign featuring <keyword id="699893" type="General" weightage="20" keywordseo="taapsee-pannu" source="Orion">Taapsee Pannu</keyword>.</li><li>The campaign #BoldAndFree #SUGARxTapsee is in sync with the brand’s philosophy of empowering self-made women to be confident in their own skin without the need for external validation with SUGAR’s long-lasting makeup for the bold and free. </li></ul>SUGAR Cosmetics - one of the fastest-growing premium beauty brands of the country launched their latest campaign coined as #BoldAndFree featuring actress, Taapsee Pannu on Wednesday, 22nd September. <div type="Youtube" id="a5RiQXOnqAM" title="Presenting SUGAR's First TV Commercial feat. Taapsee Pannu | #BoldAndFree | SUGAR Cosmetics" thumbUrl="https://i.ytimg.com/vi/a5RiQXOnqAM/mqdefault.jpg"></div> With Bollywood actress Taapsee Pannu as the face of the campaign, it is off to an aggressive start with both simultaneous launches on television, print and OOH. This will be further amplified across various mainstream digital and social media channels. The OOH campaign will go live PAN India including metro cities and major Tier I &amp; II cities. The TV Commercial will be aired nationwide in 8 languages including Hindi, English, Marathi, Bengali, Kannada, Malayalam, Tamil and Telugu across all prime electronic channels. Taapsee has also made the official announcement on her Instagram profile as she posted the TVC. With over a decade of experience working in Hindi, Telugu and Tamil-language films, Taapsee is known for a wide variety of powerful roles that she has portrayed in women-centric films such as Haseen Dilruba, Thappad, Badla, Pink and Manmarziyaan among others. SUGAR Cosmetics’ #SUGARxTaapsee #BoldAndFree Campaign is a celebration of the brand’s philosophy of empowering women to look beyond societal approvals and be comfortable, confident &amp; bold in their own skin. The narrative of the TV Commercial plays on how we always subconsciously keep seeing ourselves in the mirror and are conscious of how we look. This need for approval – be it that of society or even the mirror we look into – always makes us second-guess how beautiful we “feel” – and this needs to change. With this campaign, SUGAR urges its patrons and viewers to break free from that urge of getting approvals to feel and look good because one does not need the validation of a mirror of society to feel beautiful and complete. While Taapsee stunningly brings forth this thought in the TVC, the OOH campaign helps create more opportunities for the brand’s messaging to be absorbed and create a larger impact with the audience. Speaking on this campaign collaboration, Taapsee Pannu said, “I love how SUGAR is a bold, aspirational yet an accessible brand that caters to vivacious, independent women, creating a varied range of face, eyes, lips and skin products to suit all skin colours and types. Working in Bollywood, it is very important to be versatile, to be able to take on any character with ease and SUGAR Cosmetics is that versatile hero in the beauty industry! Just as I take on various characters in my movies, SUGAR’s products are designed to take on and suit every Indian skin tone making the wearer look beautiful and confident in her own skin. My absolute favourite are the SUGAR lipsticks - love how every colour suits &amp; vibes with the real me. So, if you’re looking for long lasting beauty products to keep up with the unstoppable you and your on-the-go lifestyle, just try SUGAR Cosmetics!” Founded in 2015, SUGAR Cosmetics is currently present in 10,000+ stores across 130+ cities, along with a robust digital presence through the brand owned website and app. SUGAR currently offers 550+ products in makeup and skincare and it known for their matte lipsticks, bold eyeliners, stick foundation, face palettes and more. Their social media popularity has also built a fan following for more than 5 million across all channels. “It gives me immense pleasure to welcome Taapsee to the family! Today, SUGAR is the makeup choice for all bold, independent women who refuse to be stereotyped into roles. At SUGAR, we believe in chasing dreams and being unstoppable. We love making beauty fun and constantly aim at creating clutter-breaking personas. When we look at Taapsee, we see someone who is self-made - with the same bold, cheerful and fearless attitude that SUGAR resonates with. We’re super excited to have her on board for our #BoldAndFree Campaign, and can’t wait to create magic, one look at a time!” added Vineeta Singh, CEO &amp; Co-founder, SUGAR Cosmetics

Mirror, mirror on the wall; when will you stop judging us all: asks Taapsee Pannu in her latest ad with SUGAR Cosmetics

<ul><li>M·A·C Cosmetics has its first-ever Indian brand ambassador. </li><li><keyword id="2069863" type="General" weightage="20" keywordseo="bhumi-pednekar" source="Orion">Bhumi Pednekar</keyword> will be the face of the brand. </li></ul>M·A·C Cosmetics India has named Bollywood film star Bhumi Pednekar as its first Brand Ambassador in India. Throughout a long-term partnership starting in September, Bhumi will be seen as the face of M·A·C’s key campaigns and collections in India, elevating premium artistry and translating contemporary expression of glamour to makeup lovers around the country. Never afraid to break the mold and express herself in entirely new ways, Bhumi is a natural fit for a brand like M·A·C which celebrates individuality and self-expression above all else. She brings alive MAC’s ambition to inspire millions of young Indian girls, as she has always believed in the power of beauty as a positive process that promotes self-love and embraces flaws. “Freedom comes from recognizing you are beautiful outside of beauty standards” – a motto the millennial star lives by and advocates to her young fans as well. Furthermore, the partnership will bring her ardent love for makeup and trends to life as she will team up with Sonic Sarwate, Global Senior Artist M·A·C Cosmetics India, to showcase her stunning signature and versatile looks from bold to “no-makeup” makeup to vibrant and colorful ones; sharing beauty secrets, skincare regimens, and lifestyle with M·A·C fans as she currently does on her social media feed for those looking to get creative with makeup. “Being the first ever brand ambassador for M·A·C in India is an honor and a dream come true! Bhumi said, “As a teenager obsessed with the idea of beauty, for me to actually be able to own M·A·C products made me feel like I’ve really achieved something in life. I’m so excited to be working with a brand whose values &amp; ethics resonate so strongly with me &amp; I look forward to having an amazing journey with M·A·C!” “We’re so excited to have Bhumi become the face of M·A·C in India.” says Karen Thompson, Brand Manager, M·A·C Cosmetics India. “In addition to her passion for all things beauty, we were drawn to Bhumi’s strong point of view and message of inclusivity. She epitomizes our brand values and serves as inspiration to girls everywhere who dare to dream.” Since its founding in 1984, the leading professional makeup authority has teamed up with fierce tastemakers like Bhumi to create conversations and trends larger than beauty to represent diversity as well as the uniqueness of women.

M·A·C Cosmetics has appointed Bhumi Pednekar as its first Indian brand ambassador

Bollywood star <keyword id="6354850" type="PERSON" weightage="20" keywordseo="Katrina-Kaif">Katrina Kaif</keyword> has joined micro-blogging site <keyword id="6354616" type="CITY" weightage="20" keywordseo="Twitter">Twitter</keyword>. While the fans of the <keyword id="6355604" type="POSITION" weightage="20" keywordseo="actress">actress</keyword> on the social media might be going gaga, you can take a deep breath as there’s no chance of leaked pictures of Katrina and Ranbir that may get leaked. Exclusively built for promotional purpose for cosmetic brand L'<keyword id="1518571" type="COMPANY" weightage="20" keywordseo="Oreal">Oreal</keyword> <keyword id="106" type="COMPANY" weightage="20" keywordseo="Paris">Paris</keyword>, of which the actress is the brand <keyword id="2722" type="POSITION" weightage="20" keywordseo="ambassador">ambassador</keyword>, the account has twitter handle of Katrina@Cannes. 
 
As per a news report by The Economic Times, Kaif, 31, will be walking the red carpon the first day of the 12-day fest (May 13-24) as the ambassador of cosmetic brand L'Oreal Paris and also be a part of the opening ceremony. 
 
"Such a fun day with the gorgeous Sonam Kapoor at the LOrealParisIn press conference! #CantWaitForCannes," read Katrina's first tweet. 
 Katrina will join actresses Sonam and <keyword id="6356036" type="PERSON" weightage="20" keywordseo="aishwarya-rai-bachchan">Aishwarya Rai Bachchan</keyword>, who have represented L'Oreal Paris at Cannes on previous occasions too. 
 
(Image: India Times)

​ Katrina is on Twitter. But only to promote a brand

<div class="KonaFilter image-container display-table"><div><div class="image on-image">ReutersGlossier has become a leader in the beauty space.</div></div></div><ul class="summary-list"><li>The beauty industry is valued at $532 billion and is on a rapid upward trajectory, according to a new report from <keyword id="6354851" type="UNKNOWN" weightage="100" keywordseo="retail">retail</keyword> analytics firm <a href="https://edited.com/blog/2019/07/what-the-beauty-industry-looks-like-in-the-future/">Edited</a>. </li><li>Cosmetics and personal-care companies will continue to benefit from social media influencers and brand ambassadors, even as they increasingly pivot to sustainable beauty and increased transparency in both manufacturing and pricing, the report stated. </li><li>Here are the four major trends Edited analysts say to look out for in the beauty industry as it moves into the future. </li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a></li></ul>The beauty industry is growing faster than ever before. Today it's valued at an estimated $532 billion and counting, according to a <a href="https://edited.com/blog/2019/07/what-the-beauty-industry-looks-like-in-the-future/">new report</a> from retail analytics firm Edited. The rise of beauty vloggers sharing YouTube tutorials and posting about their favorite lipstick on Instagram continues to change the way consumers discover new products and engage with brands. In recent years, many cosmetic companies and direct-to-consumer beauty brands have started eschewing traditional advertising altogether, in favor of tapping into the power of influencer marketing and brand ambassadors.Read more: <a href="https://www.businessinsider.com/the-influencer-marketing-report-2018-1">The Influencer Marketing Report: Research, strategy &amp; platforms for leveraging social media influencers</a>At the same time, social platforms have evolved to be more shoppable by allowing consumers to purchase items they see in a post directly from the app. Thanks to features like Instagram Shopping and Pinterest's shoppable Pins, if consumers see an item they like, they can click on it to learn more and subsequently make a purchase.According to the Edited report, there are several burgeoning beauty trends that will help the industry continue to grow. Here are the four key factors Edited believes will advance the beauty market:

Beauty has blown up to be a $532 billion industry - and analysts say that these 4 trends will make it even bigger

<ul class="summary-list"><li><keyword id="10822183" type="UNKNOWN" weightage="60" keywordseo="becca-cosmetics">Becca Cosmetics</keyword> announced that it's going out of business in September 2021.</li><li>The brand cited "an accumulation of challenges," including the impact of <keyword id="8763838" type="UNKNOWN" weightage="60" keywordseo="covid-19">COVID-19</keyword>, as the cause.</li><li><keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">Beauty</keyword> fans are shocked by the news, as the cult-favorite brand was once a staple of their routines.</li></ul>There was once a time when you couldn't watch <a href="https://www.insider.com/youtube-beauty-everything-you-need-to-know-jeffree-james-nikkietutorials-2020-3">a beauty video on YouTube</a> without hearing influencers mention <a href="https://www.insider.com/category/becca-cosmetics">Becca Cosmetics</a>. Now, the cult-favorite brand is going out of business.On Wednesday, <a href="https://www.beccacosmetics.com/becca-important-brand-announcement">the makeup company announced</a> that it would no longer be available as of September 2021. The brand said it recently faced "an accumulation of challenges," as well as "the global impact of COVID-19."The brand noted <a href="https://www.instagram.com/p/CLrM8sLjAJJ/?utm_source=ig_web_copy_link">on Instagram</a> that those struggles of the past year have "sadly been more than our business can withstand," leading to its eventual shutdown."We are confident that the spirit of BECCA will continue to live on through all of you," the brand wrote on Instagram. On its website, Becca Cosmetics added that over its 20 years in business, the company formed connections with shoppers, <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> artists, influencers, and brand ambassadors.Most famously, the brand teamed up with <a href="https://www.insider.com/category/jaclyn-hill">Jaclyn Hill</a> in 2015 to create the Champagne Pop highlighter. By 2016, the highlighter was a staple of the brand's line, and the duo went on to create numerous Champagne Pop-themed products that <a href="https://wwd.com/beauty-industry-news/color-cosmetics/latest-becca-x-jaclyn-hill-collaboration-did-3-5-million-in-sales-with-online-launch-10438768/">earned more than $3.5 million in online sales alone</a>. The brand also made an effort to do "meaningful work" in support of mental health, according to its website. Becca Cosmetics previously worked with nonprofits <a href="https://www.jedfoundation.org/">The JED Foundation</a> and <a href="https://www.mentalhealthmates.co.uk/">Mental Health Mates</a>, and the brand says it will "continue to do so" by supporting <a href="https://www.thetrevorproject.org/">The Trevor Project</a> in June 2021."Together, we put our best light out into the world, and for that we are forever grateful," Becca Cosmetics wrote. "Thank you for every last ray of positivity and support."Now, beauty fans say they're shocked by the announcement, and disappointed to see a staple brand disappear."Omg I'm so sorry to hear this!!" one fan wrote on Instagram. "I've been using your amazing products for so many years - I'm truly gutted Where will I find that Becca glow again!! ""I can't live without your highlighter " another person wrote, while a different fan said "OH NO!!!!! I LOVE YOUR PRODUCTS!!!!!! I'll have to STOCK UP!!!!!"On Twitter, beauty fans seemed equally upset.Representatives for Becca Cosmetics did not immediately respond to Insider's request for comment.

Becca Cosmetics says it's going out of business partially as a result of COVID-19, and beauty fans are shocked

<keyword id="868697" type="General" weightage="100" keywordseo="plum" source="Orion">Plum</keyword> – India’s first 100% vegan &amp; cruelty-free beauty and personal care brand, today announced that it has signed actress <keyword id="3063728" type="General" weightage="20" keywordseo="mithila-palkar" source="Orion">Mithila Palkar</keyword> as their brand ambassador. Being one of the most vivacious and spirited actresses, Mithila exemplifies the-girl-next-door image and will appear in key Plum campaigns across digital media. This will be the first time that Plum is getting a brand ambassador on-board. One of the fastest growing BPC brands in the online space, Plum has carved a mark for itself in the retail market as well. Not only is it among the top brands on key ecommerce marketplaces such as Amazon, Flipkart, Nykaa and Purplle , but the brand also is today available in over 250 towns and cities in India, through 900+ assisted retail outlets, and over 10,000 unassisted outlets – growing month-on-month. Recently, the brand also won the Best Vegan Cosmetics award at the PETA India’s Vegan Fashion Awards. Starting her acting career in 2014, Mithila is known for a wide variety of roles that she has portrayed in movies and web series such as, Chopsticks (A Netflix Original film), and <keyword id="2719583" type="General" weightage="20" keywordseo="karwaan" source="Orion">Karwaan</keyword>. She rose to fame after her roles in popular web series Little Things and Girl in the City. She is also a popular singer. In 2016, a YouTube video featuring her performing the popular Marathi song Hi Chal Turu Turu (sung originally by Jaywant Kulkarni) in the cup song style went viral with more than 6 million views. Commenting on the announcement, Shankar Prasad, CEO and founder at Plum, said – “Plum is a youthful brand that resonates with the confident woman of today. So, onboarding a millennial youth icon like Mithila Palkar seemed to be a natural fit. She reflects Plum’s values of being honest and real. Our association with her is a step towards strengthening the connection with our customers and reaching out to millions of more women who will emotionally associate with our brand and love using our products. We are confident that her voice will inspire them to be comfortable in their skincare and beauty choices and we couldn’t be more thrilled to have her as the face of Plum.” On being the brand’s first ambassador, actress Mithila Palkar shares, “I’m really excited to be the face of a brand like Plum that believes in spreading so much goodness around the world. I deeply resonate with the philosophy of the brand and their unique approach towards creating products which are truly good for your skin. In Plum, I have found my partner, which provides an authentic, dependable, efficacious, and delightful experience in skincare. I am truly glad to be associated with them.”

D2C brand Plum ropes in Mithila Palkar as brand ambassador

<ul><li><keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword> was last seen in Nokia’s ad in May 2019.</li><li>The actor will now be a part of Samsung Galaxy family and will be the face of their smartphone portfolio.</li><li>Samsung is leaving no stone unturned to promote its new innovative foldable range of smartphones.</li><li>Over the course of next few days, weeks and months, Alia Bhatt will be involved in a robust campaign that entails digital and outdoor activations.</li></ul>Actor Alia Bhatt, who was last seen representing smartphone brand Nokia in 2019, will now be the face of Samsung India. Alia Bhatt will be promoting Samsung’s premium smartphones such as Galaxy Z Series foldable smartphones and foldable range Galaxy Z Fold3 5G and Galaxy Z Flip3 5G. "We are happy to have partnered with Alia Bhatt for our foldable campaign in India. Galaxy Z Fold3 and Galaxy Z Flip3 are an amalgamation of style, premium looks, innovation and utility that promise a smooth smartphone experience for our young users. Alia’s immense popularity among young Gen Z and millennial consumers will help us deepen our bonds with them. Moreover, Alia's quality and depth of work resonates with Samsung's key values of openness and innovation,” said Sumit Walia, Senior Director, Samsung India. Speaking about the association, Alia Bhatt stated, “I have done a small test run with Galaxy Z Fold3 and Galaxy Z Flip3 and I feel they live up to every promise that the brand has made. Samsung’s new foldable phones look sleek and come in interesting colour options. I love the camera and the large cover screen, and also the fact that these foldable phones are very compact and portable. As for technology, it is truly cutting edge at the same time very user friendly and easy to navigate through.” “The campaign has shaped up really well. I really liked the script and the communication that Samsung wants to put forth. I am really excited for the campaign to break, now. I think Samsung has a strong presence and it is a very trusted brand. It is a pleasure to be a part of their journey while adding a little to my own,” Alia Bhatt added. Over the course of next few days, weeks and months, Alia Bhatt will be involved in a robust campaign that entails digital and outdoor activations. Alia Bhatt has always been on the forefront of brand communications and a trusted partner for marketers and brand managers to leverage their campaigns, cutting across industries. Alongside her cinematic accomplishments, the actor runs multiple charitable programmes hinged on sustainability and animal welfare. She has also made strategic investments in a few unicorns and has started up a kids wear label recently. Meanwhile, Samsung announced that pre-bookings for Galaxy Z Fold3 and Galaxy Z Flip3 will open on August 24 in India.

After Nokia, Alia Bhatt will be the face of rival smartphone brand Samsung India

<ul><li><keyword id="1515554" type="General" weightage="80" keywordseo="disha-patani" source="Orion">Disha Patani</keyword> is the latest to join the Ambrane family, which already includes the likes of the famous Cricketer Ravindra Jadeja as its Brand Ambassador.</li><li> Ambrane will soon announce its integrated campaign with Disha.</li></ul>Ambrane, mobile accessories brand, ropes in Disha Patani as its brand ambassador in India. With Disha coming onboard, Ambrane aims to strengthen its network among the millennials. Disha is the latest to join the Ambrane family, which already includes the likes of the famous Cricketer Ravindra Jadeja as its Brand Ambassador. Ambrane boasts a strong portfolio of high-quality products in India ranging from powerbank, audio, wearables and more. The products are designed to match the ever-evolving consumer lifestyle, offering a complete mobile solution to users at the most affordable price points. With the keen objective to attract the young generation with a relevant fashion-forward offering in line with the brand DNA of quality and technology, Ambrane is taking the next step in its journey. Ashok Rajpal – CEO &amp; Founder, <keyword id="3500004" type="General" weightage="20" keywordseo="ambrane-india" source="Orion">Ambrane India</keyword> said "We are thrilled to join hands with Disha Patani. A fashion icon and a powerhouse of talent, Disha’s vibrant, exciting and vivacious personality make for a perfect fit with the style and panache that Ambrane has become synonymous with. Disha is not only a style icon but also an inspiration to the youth. She has an incredible fan following, not just on-screen, but her influential presence on social media has captured the fellowship in millions. Her commitment to fitness and her love for dance, combined with her zesty personality, makes her an ideal choice for Ambrane.” “Disha, with her very astounding performance, has carved a niche for herself in Bollywood. She is one of Bollywood’s leading stars and has received critical and popular acclaim for her style and work. It is her versatility that resonates with Ambrane's identity. Through this association, we aim to ignite a stronger narrative for the brand,” he further adds. Speaking on the association, Disha Patani commented, “Ambrane has simplified my everyday routine. The gadgets help me stay powered and charged in style. I am in love with the very dynamic product range. I am excited to be associated with Ambrane and looking forward to this collaboration.” This festive season, Ambrane shall announce its integrated campaign with Disha. The outreach shall include all the Digital platforms along with interesting outdoor executions &amp; activations. The BTL campaign shall involve ambient advertising and retail activations. Ambrane began its journey in 2012 and has a community of over 20 million users and still counting. The brand has been spearheading innovation in product ideas, balanced with supreme quality and advanced technology. Ambrane, through its robust consumer-centric approach, has grown manifold in 2020 despite the pandemic.

Disha Patani to be the face of mobile accessories brand Ambrane

<ul><li>The creative mind behind one of YouTube’s most subscribed channels, BB Ki Vines, to help Myntra establish a deeper bond with India’s digitally-savvy audience, starting this festive season.</li><li><keyword id="2517934" type="PERSON" weightage="20" keywordseo="Bhuvan-Bam">Bhuvan Bam</keyword> and Myntra will co-create content. </li></ul>Myntra announces Bhuvan Bam as its first <keyword id="10067671" type="UNKNOWN" weightage="20" keywordseo="digital-brand-ambassador">digital brand ambassador</keyword> to further engage with the brand’s fashion-forward, and tech-savvy customers, starting this festive season. As part of this strategic association, Myntra and Bhuvan will co-ideate and create content that effectively communicates the brand’s uber proposition in an innovative, highly-relatable, and entertaining manner that goes beyond the traditional forms of communication. Bhuvan’s journey to stardom perfectly exemplifies the rise of a new kind of ‘digital’ celebrity that represents the interests of contemporary consumers. The inclusion of fashion and lifestyle conversation in his relatable yet creative content will accelerate Myntra’s efforts of tapping into the fashion-centric audiences and beyond. Bhuvan burst into the limelight after he became the first Indian individual YouTube content creator to cross 10 million subscribers through his comedy channel, BB Ki Vines, in 2018. His content continues to resonate across millions of people, with BB Ki Vines garnering 19 million subscribers and 2.75 billion views. The multi-talented comedian and musician’s army of social media followers is not limited to YouTube only. The 26-year-old Filmfare award winner is a roaring sensation on Instagram as well, with over 10.5 million followers. Bhuvan is India’s first-ever digital star who has pioneered as an ambassador in online fashion space with Myntra. His engaging social media presence, high resonance with the people will help Myntra strike a chord with his strong fan base cutting across demographics. Speaking after being named digital brand ambassador for Myntra, Bhuvan, said, “I look forward to creating quirky yet relatable fashion-focused content with Myntra that will help countless young people comfortably and confidently express themselves through fashion. I am extremely proud to contribute to Myntra’s vision of powering the fashion tastes and preferences for an entire generation of people coming through.” Commenting on the association, Harish Narayanan, Head of Marketing, Myntra, said, “Bhuvan is a welcome addition to Myntra’s efforts to reach out to the digital-savvy consumers in the most engaging way. There has been a shift in audience behavior in the new normal, leading to a discernible rise in digital content consumption. Bhuvan’s all-pervasive appeal will further complement our holistic approach towards dominating different mediums and cement Myntra’s position as India’s favorite fashion and lifestyle platform ahead of the eagerly-anticipated festive season.” <div type="Article" hostid="261" msid="71960739" title="Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam" mstype="2" mssubtype="0"></div>

Myntra ropes in Bhuvan Bam as its first digital brand ambassador before Big Fashion Festival

<ul><li>The last few years, with the additional changes the pandemic brought, have seen a tectonic shift in retail and the way brands are reaching their consumers. </li><li><keyword id="186599" type="General" weightage="20" keywordseo="krishna-iyer" source="Orion">Krishna Iyer</keyword>, Head of Agency, Twitter - India writes how the status quo is being questioned and past growth no longer guarantees future success. </li><li>He discusses how new and upcoming brands across categories have digitally acquired an audience through innovative digital communication and have carved a space for themselves in the market.</li></ul>25+ TV brands. 100+ headphone brands. 250+ mobile phone brands. Let this sink in for a minute. These are the number of brands that India has for the respective categories mentioned and this number is growing with each passing year. Henry Ford definitely didn’t see this happening 110 years after he said ‘any customer can have a car painted any colour that he wants, so long as it is black’. As a consumer we probably remember 2-5 brands in each category. Yet, this doesn’t seem to dissuade new entrants from finding ways to disrupt the category, shift share of voice and throw their hat in the ring. Technology, access to capital, a growing consumer base with high disposable incomes and larger than life ambitions have fuelled entrepreneurship and birthed these new brands. The status quo is being questioned and past growth no longer guarantees future success. Disruptors are changing the game and going beyond competitive prices and swanky showrooms. Their strategies are based on a deep understanding of what the consumer of tomorrow is going to look like and what the product needs to evolve into. Lessons from Direct-to-Consumer (D2C) The last few years, with the additional changes the pandemic brought, have seen a tectonic shift in retail and the way brands are reaching their consumers. Direct-to-Consumer (D2C), which started at a slow pace years ago, is poised to be a $100b market by 2025 [Source: <a href="https://www.kalaari.com/wp-content/uploads/2021/08/uniquely-india.pdf">Uniquely India: Digital Opportunity</a>, Kalaari Capital]. Over 600 D2C brands operate in India across industries like F&amp;B, beauty, apparel, lifestyle, electronics and more, serving consumers directly without any middlemen. A lot of these brands are riding the way of quirkiness, personalisation and rarity. The fact that these brands are not available at every store nor are abundantly visible, gives them a halo of exclusivity and drives conversation. There is effective use of content, social advertising through stand-out creatives, influencer collaborations, alignment with events or social communities where the quality and relevance of the audience is more important than the quantity. The ability to talk directly to their consumers is a win-win on both sides of the balance. Successful and growing D2C brands like <keyword id="4548811" type="General" weightage="20" keywordseo="mamaearth" source="Orion">Mamaearth</keyword> (<a href="https://twitter.com/mamaearthindia?lang=en">@mamaearthindia</a>), boAt (<a href="https://twitter.com/RockWithboAt">@RockWithboAt</a>), Bewakoof (<a href="https://twitter.com/bewakoof">@bewakoof</a>), <keyword id="7433188" type="General" weightage="20" keywordseo="sugar-cosmetics" source="Orion">Sugar Cosmetics</keyword> (<a href="https://twitter.com/trySUGAR">@trySUGAR</a>) have proven that the right cocktail of product, digital penetration and consumer engagement can create potential industry disruptors fairly quickly, and give established brands a run for their money. Building a stand-out brand A disruptor brand analyses the what, how and why of any communication it puts out to ensure that the brand's voice does not drown in the deluge of marketing messages a consumer gets every day. Whether it is an OTT like <a href="https://twitter.com/ahavideoIN/status/1438460476480909312">Aha Media</a> using local language and regional targeting to ensure relevancy, or a consumer electronics brand <a href="https://twitter.com/RockWithboAt/status/1412706381682012163">boAt</a> aligning itself with a ‘disruptor’ of India’s most loved sport, or an investment advisory like <a href="https://twitter.com/TejiMandiApp/status/1412755731170791424">Teji Mandi</a> keeping it simple but effective and focussing on the finance &amp; business audiences. The results of such brands focussing on being quick, content-first and deliberate is evident. <a href="https://twitter.com/RockWithboAt">boAt</a> recorded a 550% YoY growth and was the #1 brand in the truly wireless hearables market for Q1’21; <a href="https://twitter.com/trySUGAR">Sugar Cosmetics</a> crossed INR 100 crores of turnover and grew 80% YoY between 2019 &amp; 2020 whilst also having over 10,000 retail points with a focus on omnichannel; and <a href="https://twitter.com/bewakoof">Bewakoof</a> has catered to over 40 lakh customers till date. Choices legacy brands must make to stay relevant Legacy brands cannot be written off especially if they are nimble, forward thinking and relatable. They have the advantage of a vast repository of experience, people, partnerships and resources to mine, which if used effectively can enable legacy brands to be as ‘connected’ as any new successful disruptor brand. A legacy brand too when it launched, rose due to the uniqueness that it established back in time. To succeed, it will have to find that new ‘disruption’ within its large multi-dimensional machinery to ensure freshness and carve out the next phase of growth with a new set of consumers. The road ahead is nothing short of a turf war in a classic western movie. Disruptor brands will fight to exist and legacy brands will fight to dominate. Legacy has no meaning if there is no past, present and future. The disruptors are here to challenge that.

The rise of disruptors: how new age brands are challenging the status-quo

<ul><li>The <keyword id="8730685" type="UNKNOWN" weightage="20" keywordseo="Duff-Phelps-celebrity-brand-valuation-report">Duff &amp; Phelps’ celebrity brand valuation report</keyword> reveals the new faces that bagged the most number of brand endorsements in 2019. </li><li>The list includes national award winner <keyword id="2618061" type="PERSON" weightage="20" keywordseo="Vicky-Kaushal">Vicky Kaushal</keyword> and recent entrants like Tara Sutaria, who is the celebrity brand ambassador of the global makeup brand <keyword id="2140856" type="PERSON" weightage="20" keywordseo="Bobbi-Brown-Cosmetics">Bobbi Brown Cosmetics</keyword> and <keyword id="3273962" type="PERSON" weightage="20" keywordseo="Janhvi-Kapoor">Janhvi Kapoor</keyword> — signed by Reliance Retail. </li><li> <keyword id="6354535" type="PERSON" weightage="20" keywordseo="ayushmann-khurrana">Ayushmann Khurrana</keyword>, Kartik Aaryan and Tiger Shroff featured in more than 10 endorsements last year. </li><li>The shift in focus from established celebrities to new faces across the advertising and media industry over the past year explains the theme “New is Gold”.</li></ul>The world of <keyword id="145279" type="PERSON" weightage="20" keywordseo="Celebrity-endorsements">celebrity endorsements</keyword> in ringing in the new and how. Ayushmann Khurrana, <keyword id="2214479" type="PERSON" weightage="20" keywordseo="Karthik-Aaryan">Karthik Aaryan</keyword> and Vicky Kaushal - won over 10 brand endorsement deals each, last year. Other new-age actors like debutante Tara Sutaria and Jahnavi Kapoor also bagged more endorsements than movies in 2019. The actor who took the cake however was Ayushmann Khurrana who not only made it to number 10 on the list by <a href="https://www.duffandphelps.in/-/media/assets/pdfs/publications/valuation/celebrity-brand-valuation-report-2019.ashx">Duff &amp; Phelps’ celebrity brand valuation report</a>, also endorses a whopping 17 brands. With three hits last year with movies that are based on offbeat stories and smaller budgets — he is called Bollywood's Mr Return on Investment. Looks like brands are rushing in to invest him in too. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Celebrity </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Movies </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Endorsements </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ayushmann Khurrana </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">17 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Kartik Aryan </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">16 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tiger Shroff </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">16 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Disha Patani </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">15 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Kriti Sanon </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">14 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rajkummar Rao </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">13 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Taapsee Pannu </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">4 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">11 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Vicky Kaushal </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">10 </td></tr></tbody></table> “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of $87.5 million,” said Aviral Jain, managing director of Duff &amp; Phelps. A few new age celebrities like Tara Sutaria bagged global deals. The actress who is two films old is now the brand ambassador of the global makeup brand Bobbi Brown Cosmetics. Janhvi Kapoor however is now a part of India’s top company — Reliance Retail. Kartik Aaryan, Tiger Shroff bag over 10 deals Actors who saw the most hits last year - like Kartik Aaryan and Tiger Shroff - bagged over 10 endorsements last year. In total, Aaryan who delivered three consecutive hits which made more than Rs 100 crore - now endorses 16 brands. He will soon hit the screens again with his feature in the sequel of Love AajKal. Tiger Shroff who was a part of last year’s top grosser War, too has 16 endorsements in his kitty. Actress Disha Patani who is a rage on Instagram has 15 endorsements. Kriti Sanon and <keyword id="699893" type="PERSON" weightage="20" keywordseo="Taapsee-Pannu">Taapsee Pannu</keyword> won 11 deals last year. Rajkummar Rao did not have a successful run last year. But he too has 13 endorsements in his kitty including Maggi. “Their strong millennial connection landed them multiple endorsement deals,” the report concluded. The shift in focus from established celebrities to new faces across the advertising and media industry over the past year explains the theme “New is Gold”. Indian cricket team captain Virat Kohli is recognised as the most valued celebrity for the third year in a row. “National award winner Ayushmann Khurrana, dancing wizard Tiger Shroff and hitman Rohit Sharma grabbed 10th, 17th and 20th spots, respectively. The overall brand value of the top 20 celebrities in 2019 is estimated at USD 1.1 billion, an increase of 25% from last year,” the report said. See also: <a href="https://www.businessinsider.in/advertising/brands/article/virat-kohli-continues-to-be-the-most-valuable-celebrity-with-a-brand-value-of-237-5-million/articleshow/73954865.cms">Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff &amp; Phelps Study</a> <a href="https://www.businessinsider.in/thelife/personalities/news/check-out-top-10-personalities-name-in-2019-google-search/articleshow/72470520.cms">Vicky Kaushal, Rishabh Pant, and Abhinandan Varthaman among the top 10 personalities that Indians googled this year</a> <a href="https://www.businessinsider.in/india/news/youtuber-bhuvan-bam-of-bb-ki-vines-makes-to-forbes-30-under-30-list/articleshow/73952923.cms">Youtuber Bhuvam Bam is having a wonderful year - from World Economic Forum to Forbes India's 30 under 30 list</a>

From Ayushmann Khurrana to Vicky Kaushal and Kartik Aaryan, millennial stars are beating legacy actors for brand endorsements

<a href="https://www.insider.com/category/better-me"></a><div type="image" title="natural skin scrub balm lotion" height="3646" width="5469" msid="94104871" hostid="261" sizebytes="296624"></div><ul class="summary-list"><li>Several countries have banned plastic microbeads from skincare products.</li><li>Skincare companies have replaced plastics with new, plant-based beads. Other eco-friendly exfoliators include hydrated silica and jojoba beads.</li></ul>Microplastics have been found <a href="https://www.insider.com/you-are-consuming-microplastics-how-much-what-to-know-risks-2022-4">virtually everywhere</a> in the environment: in the air, drinking water, and even <a href="https://www.theguardian.com/environment/2022/mar/24/microplastics-found-in-human-blood-for-first-time">human blood</a>.Less than a decade ago, plastic particles were also commonly included in cosmetic products to make lotions feel smoother or thicker, or to act as a gentle exfoliator. According to the <a href="https://www.beatthemicrobead.org/microplastics-vs-microbeads/">Plastic Soup Foundation</a>, a campaign to eliminate plastic pollution at its source, some cosmetics consist of up to 90% microplastic ingredients.In recent years, a number of countries have also banned the use of certain plastics in cosmetic products. The US passed the <a href="https://www.fda.gov/cosmetics/cosmetics-laws-regulations/microbead-free-waters-act-faqs">Microbead-Free Waters Act</a> in 2015 to phase out plastic microbeads from rinse-off products like face wash and toothpaste. Canada, the United Kingdom, France, Sweden, Taiwan, South Korea, and New Zealand have also banned microbeads in cosmetics.<div type="image" title="small plastic pellets" height="4480" width="6720" msid="94104966" hostid="261" sizebytes="1739332"></div>The tiny, malleable plastic beads were once considered a smoother and cheaper alternative to natural exfoliators, but they've fallen out of fashion as environmental advocates have raised awareness about plastic pollution.As scientists unearth tiny pieces of plastic from <a href="https://www.insider.com/microplastics-found-in-living-human-lungs-for-the-first-time-2022-4">human lungs</a> and <a href="https://royalsocietypublishing.org/doi/pdf/10.1098/rsos.140317">deep ocean trenches</a>, skincare companies have been working to reformulate their products with biodegradable beads for a more environmentally conscious future.<h2>Scientists have developed similar beads made of plants</h2>Long before the <a href="https://www.theguardian.com/environment/2018/jan/09/plastic-microbeads-ban-enters-force-in-uk">UK banned plastic microbeads</a> from cosmetics in 2018, a team of chemists at the University of Bath set out to create a sustainable alternative to replace the tiny plastic particles.They first turned to cellulose, a widely available resource that gives plants their structure. However, they had to alter the plant fiber to make it dissolvable in water. Cellulose is normally a very stable material — "otherwise, trees would melt away every time it rained," professor Davide Mattia said in a <a href="https://www.csct.ac.uk/casestudy/naturbeads-2/">news release</a>.The team figured out how to make cellulose beads with dissolvable membranes just in time for the UK to enact its plastics ban, and soon requests for samples began pouring in. As demand increased, the scientists founded a company, <a href="https://www.naturbeads.com/">Naturbeads</a>, to fill the industry's need for a new exfoliant.Several personal care companies — <a href="https://www.greenpeace.org/static/planet4-japan-stateless/2018/12/9014313b-9014313b-en_corporaterankingdetails_final.pdf">including multinational manufacturers like Beiersdorf, Clarins, and Shiseido</a> — have made the switch from plastic microbeads to cellulose beads, according to a Greenpeace report from 2018. Even more brands have committed to replace plastics with other natural materials, including but not limited to plant fibers.<h2>Other natural exfoliators include minerals and sugar scrubs</h2>Many companies have thrown out the microbead entirely in favor of other exfoliating ingredients.Hydrated silica can be used as a mild exfoliant that's safe for humans and the planet, according to <a href="https://www.ewg.org/skindeep/ingredients/719552-HYDRATED_SILICA/">EWG's Skin Deep database</a>. Silica naturally exists in hard, crystalline forms such as grains of sand and obsidian stones. <div type="image" title="skincare scrubs" height="3748" width="4770" msid="94104967" hostid="261" sizebytes="297580"></div>When it's chemically bonded with water, silica becomes soft enough to provide some exfoliation without breaking delicate skin, according to <a href="https://www.skinceuticals.com/micro-exfoliating-scrub-3606000468665.html">SkinCeuticals</a>. The science-backed skincare company combines hydrated silica with soothing aloe and glycerin in its Micro-Exfoliating Scrub.In a study of <a href="https://affiliate.insider.com?u=https%3A%2F%2Fwww.nature.com%2Farticles%2Fs41893-020-00651-w%23data-availability">alternatives to plastic microbeads</a>, researchers at Imperial College London ranked silica as the best substitute, based on production and effects on the environment and human health. Pumice stone, bentonite clay, bamboo, and jojoba beads were also among the top sustainable alternatives.Walnut shells and sugar cane were among the lowest-ranked natural exfoliators, despite their popularity in both <a href="https://www.healthline.com/health/skin/diy-body-scrub">homemade scrubs</a> and <a href="https://affiliate.insider.com?u=https%3A%2F%2Fwww.ulta.com%2Fp%2Fwalnut-face-scrub-pimprod2009646">celebrity-backed products</a>. Large or irregularly shaped particles can cause microtears in the skin, dermatologist Marisa Garshick <a href="https://www.insider.com/bride-says-exfoliating-beads-neutrogena-stuck-in-pores-pre-wedding-2022-6">previously told Insider</a>.

Plant-based exfoliators and natural scrubs that are better for the environment than microbeads

Yoga guru Ramdev, whose company <keyword id="6356684" type="UNKNOWN" weightage="100" keywordseo="patanjali">Patanjali</keyword> has been asked to send several of its consumer products for quality tests, has claimed that global consumer goods conspired against Patanjali by getting fake and adulterated products tested in laboratories for irregular results. 
 
Ramdev said that these companies are afraid of Patanjali winning over the customers and taking a major part of the market share. 
 
"Multinational firms like Hindustan Unilever, Colgate and Nestle are bribing people to get fake and adulterated Patanjali products tested in labs," said Ramdev at a press briefing. "Sometimes they even produce reports from fake laboratories to malign us." 
 
While Nestle, the transnational food and beverage company headquartered in Switzerland and having operations in India, has denied the accusation, Colgate-Palmolive has refused to comment on the charges. 
 
"Patanjali has become the point of discussion in the boardrooms of MNCs," Ramdev further stated. 
 
Patanjali, which paid all its pending debts last year, will be posting sales of Rs 5,000 crore next year, because of growth in the food, cosmetic and ayurvedic product categories. 
 
The brand is rapidly becoming a contender in the consumer goods space, and will soon be increasing its infrastructure by four times. 
 
The aggressive marketing strategy adopted by the company is also responsible for the growth. As per the data of the Broadcast Audience Research Council (BARC), it became one of the top three most-advertised brands on television in November, while hiring yesteryear actress Hema Malini as the brand ambassador for some of its products.

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