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Sugar Cosmetics launches its first television commercial #BoldAndFree featuring actress Taapsee Pannu

The campaign 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

Click on the Image to watch the TVC.

Sugar Cosmetics has launched its TV commercial #BoldAndFree featuring actress Taapsee Pannu.

The campaign launched on September 22 will simultaneously launch on print and OOH as well. This will be amplified across various mainstream digital and social media channels. The OOH campaign will go live pan-India, including metro cities and major Tier I and II cities. The TV commercial will be aired nationwide in eight languages —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.


A post shared by Taapsee Pannu (@taapsee)

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.

The campaign is a celebration of the brand’s philosophy of empowering women to look beyond societal approvals and be comfortable, confident and 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 has brought forth this thought in the TVC, the OOH campaign helped create more opportunities for the brand’s messaging to be absorbed and create a larger impact with the audience.

Founded in 2015, Sugar Cosmetics is present in 10,000+ stores across 130+ cities, along with a digital presence through the brand-owned website and app. Their social media popularity has also built a fan following for more than five 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,” said Vineeta Singh, CEO and Co-founder, Sugar Cosmetics.

The TVC:

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