Sugar Cosmetics paints Mumbai yellow upon seven years of launch of their foundation sticks

Delhi: Sugar Cosmetics added a twist to the Holi celebrations in Mumbai. The brand painted the city yellow as the billboards launched its new campaign, “Born to Lead, Not Follow” to celebrate seven years of the launch of its foundation stick and the spirit of women that Sugar aims to represent. 

The campaign features Ace of Face, India's first foundation stick range –which was launched back in 2017 in 22 inclusive shades from light to deep.

Commenting on the campaign, Kaushik Mukherjee, Co-founder, and COO, Sugar Cosmetics said, “The campaign’s creative thought of “Born to Lead, Not Follow” salutes the spirit of being unstoppable, breaking barriers and challenging societal norms, to create something unique and special. This spirit drives the brand's core ethos and its product offerings for our consumers. The stellar seven years of the bestseller foundation stick, Ace Of Face, stands testimony of our brand ethos and dedication to providing distinctive value products.”

The campaign is currently live across outdoor media and digital platforms. Billboards can be seen at various locations including in Mumbai at Vakola Flyover at Western Expressway, Sahara Star Junction at Western Expressway, Gokhale Bridge off Western Expressway, and Andheri-Jogeshwari highway among others.