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Ranveer Singh and Tamannah Bhatia feature in SUGAR Cosmetics’ new #ShukarHaiSUGARHai wedding campaign

The latest ad highlights and reinforces the brand’s USP of long-lasting makeup and has been launched on television, OOH and digital platforms

Click on the image to watch the TVC

SUGAR Cosmetics has launched the second commercial of its #ShukarHaiSUGARHai campaign – a wedding-themed slice of life moment, featuring actors Ranveer Singh and Tamannah Bhatia.

The latest ad highlights and reinforces the brand’s USP of long-lasting makeup and has been launched on television, OOH and digital platforms.

This will further be amplified across 45+ channels comprising of top GECs, regional GECs, movie channels, music channels, regional news and HD channels in 9 languages including Hindi, Marathi, Tamil, Telugu, Bhojpuri, Kannada, Oriya, Bengali, and Assamese.

This #ShukarHaiSUGARHai campaign narrates a moment that is personally relatable to the brand’s core audience - that of their wedding banquet where SUGAR plays a key role as a brand that can be depended on to stay flawless, no matter what surprise comes her way.

In an intimate setting with the families of the two protagonists, the campaign continues the story of Ranveer Singh (playing Vihaan) and Tamannah Bhatia (playing Arya). The frame opens with Tamannah getting ready for her special day, applying SUGAR Cosmetics’ makeup and Vineeta Singh, Co-Founder and CEO of SUGAR Cosmetics (playing Vihaan’s sister) by her side. In the next scene, Ranveer can be seen raising a toast and professing his love for his beautiful wife.

When Tamannah looks at him with tears in her eyes, Ranveer playfully warns her that “Makeup kharab ho jayega”. Reacting with surprise, Tamannah simply smiles back and without a worry says, “Oh please, SUGAR ka make-up hai”.

The commercial then concludes with Ranveer and Vineeta exclaiming “Shukar hai, SUGAR hai!” – the central theme of the storyline and the campaign for the brand.

Vineeta Singh said, “We have been ecstatic to see the phenomenal success of the first #ShukarHaiSUGARHai’s campaign. With the 200+ ad units on OOH and coverage across 45+ channels, our story made it to the trending list on Twitter and was organically picked by the most prestigious media pages, influencers and brands. We are thrilled to see how this recreation of the relatable moments from a SUGAR customer’s life have reached billions of households through Vihaan and Arya’s story. With the wedding season around the corner, we are thrilled to release this beautiful new film which captures a priceless moment from life of every bride-to-be. With SUGAR on you, you can just soak in your best moments without having to worry about smudging your makeup – and we couldn’t be more pleased to have this thought come to life with our campaign ambassadors – Ranveer and Tamannah.”

The initial #ShukarHaiSUGARHai campaign film was aired across television, OOH, print, radio and cinema and was additionally amplified across various mainstream digital, social media channels, OTT and various retail touchpoints.

As per the brand, the initial campaign received a whopping 165+ million impressions across all brand owned social media channels. On Moj, SUGAR’s #ShukarHaiSUGARHai campaign along with the interactive AR gamified filter, saw 2.5+ billion views.

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