BE Exclusive: Tapsee Pannu is the new face of SUGAR Cosmetics

BE Exclusive: Tapsee Pannu is the new face of SUGAR Cosmetics

SUGAR cosmetics has brought Bollywood actor Tapsee Pannu onboard as the face of its new campaign, #BoldAndFree. The campaign is in sync with the brand philosophies of empowering women to be confident and live beyond society approvals. Vineeta Singh, co-founder and chief executive officer, SUGAR Cosmetics shares that the brand plans to go beyond digital, and this campaign marks SUGAR’s first step into television.

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“We were very clear that the celebrity has to be someone who is clear, unstoppable and very closely mirrors the aspirational millennial that our consumer really is and Tapsee embodies that,” she said, speaking about why Pannu was chosen as the face of the campaign. Singh also shares that #BoldAndFree is a six month, high decibel campaign that shall be promoted across television as well as OOH while parallelly being amplified over social media.

Speaking about its strategy on the influencer marketing front, Singh said that this campaign involves more than 600 influencers, to amplify the #BoldAndFree message. She expects this to be the largest campaign the brand has come up with, till now. “We as a brand believe that makeup makes you feel bold and helps you make bigger bets and hence makes you feel a lot more free,” Singh said speaking about why #BoldAndFree was chosen as a theme for the campaign.

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