mCaffeine, a caffeinated personal care brand, is collaborating with Radhika Apte, Shruti Hassan, and Vikrant Massey as their new-age ‘brand believers’ for their upcoming campaign. The brand film is targeted towards empowering the country’s Gen Z audience while communicating mCaffeine’s ‘Addicted To Good’ proposition in an innovative yet relatable way.
Tarun Sharma, CEO and Co-Founder, mCaffeine, said, “We are overjoyed to welcome Radhika, Vikrant and Shruti to our world of caffeinated goodness. Given the rising awareness about personal care, with our ‘Addicted ToGood’ campaign, we aim to emphasise the benefits of our hero ingredient and solidify mCaffeine’s position as India’s most favourite caffeinated personal care brand.”
Apte said, “I am thrilled to espouse mCaffeine’s brand values of being addicted to good. Looking at the growing consciousness of today’s millennials, I believe that we all must pledge to products that make us addicted to not just a good regime but also a good environment. Kudos to their team for this endeavour of making smart personal care choices a talking point in the country and enlightening us about how our personal care choices can leave a positive impact.”
Aside from opposing animal testing, the colour, and gender-neutral brand promotes clean, sustainable living. With the ‘Addicted To Good’ message, mCaffeine aims to inspire the audience to unearth their full potential and be the best version of themselves — because feeling good is everyone’s right.
“For me, personal care is not just limited to outer appearance but a feeling of goodness from within. I have personally been a mCaffeine user, and I stand by the ideology of the brand. mCaffeine — 100% natural, vegan, cruelty-free, and with zero plastic footprint — has consistently made a meaningful impact in today’s world by supporting addiction to the goodness of caffeinated personal care products. I am happy to align myself with a brand that is working hard to help our country recognise the importance of inner beauty and responsibility towards the environment through a simple yet powerful message of being ‘Addicted To Good,’” said Hassan.
Massey added, “The pandemic has brought me closer to myself and my personal care routine, and I think that’s the scenario with everyone. Consumers are looking for an impactful factor in every choice they make, and a brand like mCaffeine, in today’s time, is making it easily possible for them with their consistent efforts. I am looking forward to this exciting mCaffeine journey of being #AddictedToGood.”
With unique products that harness the goodness of caffeine for skin, hair and face, mCaffeine has built a sturdy record for itself at a lightning-fast pace. The brand is now set to take the personal care market by storm with the strategic association of three celebrities.
mCaffeine is India's first caffeinated personal care brand, launched in 2016, co-founded by Tarun Sharma and Vikas Lachhwani. The brand is focused on the millennial lifestyle with mass premium offerings. Currently, the products are available at 18,000 pin codes across India. mCaffeine currently is present in three major categories — Face Care, Hair Care and Body Care. There are about 25 products in the portfolio so far and there are aggressive plans to further launch 15-20 products in the next one year.