SUGAR Cosmetics, India’s leading omnichannel beauty brand, has launched a new digital campaign called “#GRWS – Get Ready With SUGAR”. This campaign brings together renowned personalities from various fields, including Bollywood actor Alaya F, singer and composer Jasleen Royal, actor and singer Sushant Divgikar (a.k.a. Rani Ko-HE-Nur), and Indian cricketer Shreyanka Patil.
The campaign emphasizes the importance of self-care with the tagline, “Duniya ke liye ready hone se pehle, khud ke liye ready hona zaroori hai!” It promotes the idea that valuing oneself is crucial before giving your best to others. The digital video highlights each celebrity’s last-minute preparations and personal rituals with their favorite SUGAR makeup products, showcasing how femininity and leadership coexist.
Over the next three months, the brand will release individual videos of the celebrities featuring their pre-stage rituals, while introducing new product offerings. The campaign will be promoted across platforms like Instagram, YouTube, and Facebook, along with in-store promotions.
Vineeta Singh, Co-founder and CEO of SUGAR Cosmetics, expressed her excitement about the campaign, celebrating the empowerment of bold and unstoppable individuals. She mentioned how makeup boosts confidence and helps in expressing individuality.
The celebrities also shared their thoughts:
- Sushant Divgikar praised the campaign for its inclusivity and the focus on gratitude and preparation.
- Jasleen Royal found it inspiring for women to embrace their power before stepping into the spotlight.
- Shreyanka Patil emphasized the importance of hard work behind every success.
- Alaya F shared her personal pre-shoot rituals and expressed her gratitude for being part of the campaign.
Kaushik Mukherjee, Co-founder and COO, highlighted how the campaign aims to inspire future generations to embrace their moment with confidence.
About SUGAR Cosmetics:
SUGAR Cosmetics is a favorite among Gen Z and millennials, known for its innovative and high-performance products. The brand offers a cruelty-free range and is rapidly expanding its retail presence across India, with a mission to reach every makeup enthusiast.
