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Time of India
04-07-2025
- Business
- Time of India
ET Shark Awards 2025: RoI, AI, and purpose-driven storytelling take centrestage
The 7th edition of the ET Shark Awards served as a powerful barometer for the evolving landscape of Indian marketing. The shortlisted entries indicate that work emerging from across the country is increasingly sophisticated, data-driven, and deeply attuned to consumer needs. According to India's leading marketing heads, who formed the jury for this year's ET Shark Awards , the campaigns that stood out underscored a strategic pivot towards impact and consumer connection. This suggests that brands aren't moving away from the fundamentals, and perhaps never will. Presenting the top trends spotted by our esteemed jurors Hearting consumers, always At the core of all effective campaigns, as repeatedly emphasised by the jurors, lies an intense focus on achieving and maintaining relevance with the consumer. This goes beyond superficial engagement, delving into a profound understanding of audience needs. The jurors reviewed several campaigns that identified a clear problem and uncovered deep consumer insights before proposing a solution. Abhishek Gupta, Chief Marketing Officer , Edelweiss Life Insurance, highlighted, 'What I could see is the ability of marketers to use consumer insights and then come up with solutions. It is not just a solution, it is a consumer insight solution. There is a problem, for that problem there is an insight, and for that insight there is a solution.' Anvesha Poswalia, Head of Marketing – Digital Business at Shemaroo Entertainment, reinforced this, stating that a lot of the good work (that she evaluated at the ET Shark Awards this year) had a very simple consumer insight at the heart of it. Regional nuances get refined A significant shift identified by the jurors was brands' acute awareness of India's diverse cultural fabric. Rumi Ambastha , VP - Marketing at Mila Beauté, noted how brands have started to understand the importance of diving deep into different pockets of India. This signifies brands' move towards tailoring messages to local sensitivities for deeper resonance. Ambastha observed that several brands are going on the ground to do research on what really works for the regional cohorts. Madhu Singh, VP - Electric Mobility, TVS Motor Company, also observed that a lot of the work entered into the ET Shark Awards this year featured several regional nuances. Another trend he saw clearly shaping up was age-based targeting by brands. Maturity hits RoI-centric marketing The prevailing sentiment among the jurors was a strong pivot towards measurable business outcomes, signalling a mature approach to marketing investment where profitability takes centrestage. A key observation was the industry's return to business fundamentals and profitability. While stellar insights drive a campaign far and beyond the corners of social media, what brings it home is execution, aligning it to the right business objectives. Neha Rao, VP - Marketing, Bikaji Foods International, said, 'Today, everybody's become really cognizant of RoI-driven marketing. While I don't think that sort of takes away the soul of it, it also gives it a newfound purpose.' This indicates that while creative brilliance is valued, its ultimate purpose is now often assessed by its contribution to the brand's financial health. According to Gaurav Ramdev , Chief Growth & Marketing Officer, Protean eGov Technologies, many brands today are looking at marketing communication from a 360-degree lens. This points to a cohesive and synchronised effort across all touchpoints, ensuring a consistent brand experience, he opines. AI for amplified creativity Technology's role in marketing has become undeniably central, but the jurors at the ET Shark Awards saw brands using it as a strategic application rather than for its own sake. Tejnoor Grover , Associate Director, Marketing - MPL, was particularly impressed with the multi-channel approach taken by several brands. He observed that digitisation is now used as a tool to reach mass audiences. That said, Grover also highlighted how brands are rolling out sophisticated deployment across various digital touchpoints, elevating experiences. The increasing use of AI was a notable observation for most jurors. AI for distribution, creativity, and scalability has been the focus of many brands whose work was entered at the ET Shark Awards this year. The elevated use of technology with AI layers stood out for many jurors. Marketers are of the opinion that brands are now looking at AI as a tool to enhance, rather than replace, human creativity and strategic thinking. Focus on purpose-driven storytelling Amidst the analytical rigour, the jurors affirmed the enduring power of compelling narratives, particularly those rooted in strong brand purpose and a clear message. Santosh Singh, President & Global Head – Marketing & BE, Tata Technologies, made a close observation. According to him, brands are focusing on purpose more than ever before. Even the newer ones on the block are looking at establishing their brand purpose very early on. 'This indicates a strategic shift towards building deeper, values-based connections with consumers,' he added. Chirag Kishan Aga, Chief Marketing Officer, Godrej Pet Care, shares similar views. Insight-led storytelling continues to positively impact campaigns. This reinforces that the most impactful stories are those that emerge directly from a profound understanding of the consumer, making them relatable and authentic, he said. Ratnesh Kumar Pandey, Director & Head – Marketing, Lauritz Knudsen, highlights that even with complex execution, a strong, simple core idea can resonate most powerfully. That means, at the end of the day, it's all about that one idea. The takeaway from the work entered at the ET Shark Awards is that marketers are demonstrating a sophisticated understanding of a fragmented media landscape, orchestrating integrated campaigns and bravely exploring unconventional avenues to engage with consumers. Note: PwC India, the Knowledge Partner for the awards, conducted meticulous due diligence for all entries, shortlisting them for a three-city jury process. These shortlisted entries were then evaluated against predefined parameters by a panel of over 100 CMOs, marketing heads, and creative leads from leading brands in shortlisted entries were later evaluated by a panel of Grand Jury members comprising India's top CEOs, MDs, and founders. The Grand Jury was chaired by Suresh Narayanan, Chairman and Managing Director, Nestlé India — a name that truly needs no introduction in the Indian business awards ceremony will be held on July 4, 2025, at Grand Hyatt, BKC, Mumbai, where the winners will be revealed and their work will be celebrated.
Time of India
27-06-2025
- Business
- Time of India
More than a buzzword: How industry leaders are getting real about inclusivity
Celebrating Pride Month Pride Month has long been associated with rainbow campaigns and symbolic gestures. But in 2025, beauty brands are shifting from performative celebration to meaningful, year-round action. Leaders across the industry are embracing inclusivity not just as a marketing theme, but as a foundational value — one that reflects in their products, workplaces, and long-term vision. For Vidushi Goyal, CMO of Swiss Beauty, Pride is a powerful reminder of what beauty should stand for. 'Pride Month is a celebration of being seen, heard, and accepted for exactly who you are. It's a powerful reminder that beauty isn't about perfection or standards; it's about self-expression in all its forms,' she says. She points to the shift in consumer expectations: 'We're seeing a move toward products that don't prescribe identity but adapt to it — gender-inclusive makeup, flexible textures, and universal shades. Beauty is becoming more fluid and more human.' For her, this ethos isn't just seasonal. 'At Swiss Beauty, inclusivity isn't a campaign — it's a commitment. We believe in creating Beauty That Celebrates Every You, whether loud or subtle, bold or bare, whatever your mood or identity.' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Giao dịch CFD với công nghệ và tốc độ tốt hơn IC Markets Đăng ký Undo At The Body Shop India, this sense of responsibility goes even further. 'Pride Month isn't just a moment — it's a movement we champion all year round,' says Harmeet Singh, Chief Brand Officer, Asia South. 'We continue to go beyond symbolic gestures, driving meaningful change anchored in our core values of inclusivity, empathy, and equality.' Singh highlights tangible actions like inclusive hiring practices and gender sensitivity training. 'With representation from over 10 empowered LGBTQ+ team members, we are a living testament to what authentic inclusion and visibility can look like in the workplace.' Many of these initiatives are led by the Youth Collective Council, which gives young changemakers a platform to influence both company culture and broader policy. This sense of purpose resonates with Saahil Nayar, Co-Founder and CEO of Mila Beauté, who believes that, 'Inclusivity in beauty is more than a statement—it's a responsibility.' He notes how the evolving beauty landscape is becoming a safe space for identity and self-expression. 'Makeup is now a space where all identities feel seen, valued, and celebrated. Gender-neutral products, diverse shade ranges, and authentic representation are transforming beauty into a truly inclusive experience,' he says. At Mila Beauté, the focus is on creating skin-loving formulations and universally flattering shades. 'Every shade, every formula, and every product is crafted to celebrate real diversity. Pride isn't just a season — it's a movement toward authenticity,' he concludes.
News18
05-06-2025
- Business
- News18
World Environment Day: How Beauty Brands Are Making Sustainability the New Standard
Last Updated: The beauty industry is undergoing a green transformation, with leading brands redefining luxury through sustainability, ethical sourcing, and circular innovation. Sustainability is having its well-deserved moment in the beauty world and this time, it's more than skin deep. Gone are the days when beauty was judged solely by glossy packaging and sensorial formulas. Today, the most forward-thinking brands are rewriting the playbook, proving that luxury and responsibility can and must coexist. This World Environment Day, as global attention turns to environmental accountability, beauty brands in India are not just pledging sustainability they're embodying it. 'At L'Occitane en Provence, beauty and sustainability go hand in hand," says Simi Dewan, Deputy General Manager, L'Occitane India. 'We responsibly source natural ingredients with full traceability, protect biodiversity, and support local communities." The brand's Big Little Things program encourages customers to return empties from any beauty brand for recycling. With eco-refills that cut plastic use by up to 85%, L'Occitane blends indulgence with intention—reminding us that every small action contributes to a larger ripple effect. The Body Shop, a pioneer in ethical beauty, is leading with purpose on multiple fronts. 'Sustainability is at the heart of everything we do—from how we source our ingredients to how we package our products," shares Harmeet Singh, Chief Brand Officer, The Body Shop – South Asia. Their long-standing partnership with Plastics For Change has supported over 2,000 waste collectors in India, building a more inclusive and ethical waste management ecosystem. Meanwhile, their Return, Recycle, Repeat (RRR) program ensures packaging doesn't end up in landfills but gets a meaningful second life. This deepening shift in values is becoming more than just an industry trend—it's an evolution. 'Sustainability in beauty is not just about keeping up with trends, it's about safeguarding the future," explains Vidushi Goyal, Chief Marketing Officer, Swiss Beauty. With a growing focus on vegan formulations and cruelty-free products, Swiss Beauty is part of a new wave redefining what glamour looks like in the age of environmental consciousness. The sentiment is echoed by Saahil Nayar, Co-Founder and CEO, Mila Beauté, a skincare-infused makeup label, 'Modern beauty consumers are thoughtful and discerning. They care not just about how well a product works, but also about its ingredients, production process, and impact on the planet." Mila Beauté's clean, toxin-free approach underscores a rising demand for transparency and integrity—proof that innovation today is as much about ethics as aesthetics. Haircare, too, is undergoing a green glow-up. Celebrity hairstylist Florian Hurel, founder of fhair, shares, 'Our commitment to sustainability starts at the core with clean formulations, recyclable packaging, and ethical sourcing. Sustainability isn't just a standard. With fhair, it's a promise." His label steers clear of harsh chemicals while embracing community-driven eco-awareness, proving hair health and planetary health can grow hand in hand. Brands like O3+ are taking this further by rethinking salon operations. 'We consciously avoid the use of cartons, and our packaging materials are FSC-certified," says Vidur Kapur, Director, O3+. 'In salons, we replace disposable tissues with reusable sponges, and our facial kits use recyclable materials." These changes, though subtle, build toward a larger ecosystem of responsible consumption and low-waste luxury. K-beauty brand Innisfree, known for its nature-powered formulations, is quietly cultivating change, too. 'We've introduced recyclable packaging across several lines and are expanding refillable options in India," says Mini Sood Banerjee, Assistant Director and Head of Marketing, Innisfree India. 'We minimize our environmental impact by using FSC-certified packaging instead of plastic, delivering effective beauty that's kind to the planet." At the heart of this industry-wide awakening lies one shared belief: beauty must no longer come at the cost of the Earth. Whether it's reducing plastic waste, supporting fair trade, or embracing circular design, these brands are showing that sustainability is not a trend to chase, it's the foundation on which modern beauty must be built. Because ultimately, the most beautiful glow is the one that comes with a clear conscience. First Published: June 05, 2025, 07:43 IST
India.com
27-05-2025
- Lifestyle
- India.com
Blush Hour: Glow Up with These Must-Have Liquid Blushes
Modern blush formulas are designed to be blendable, buildable, and long-lasting, catering to all skin types and tones. Whether you prefer a matte finish for a natural look or a luminous sheen for a dewy effect, there's a blush to suit every occasion and style. Shades range from soft pinks and peaches to bold corals and deep berries, allowing users to create subtle or statement looks with ease. 1. FAE BEAUTY – Lush Serum-Like Finish 8H Long Wear Creamy Liquid Blush Image Source: Order Now FAE Beauty's Lush Blush is a skin-loving liquid blush that blends the benefits of skincare and makeup. With a serum-like texture, it melts into the skin to deliver a soft, natural flush that lasts up to 8 hours. The lightweight formula offers a radiant, dewy finish, making it ideal for all-day wear without feeling heavy or greasy. Key Features: Serum-like texture that blends seamlessly Long-wear formula lasting up to 8 hours Creamy and buildable pigment for customizable color Dewy finish that gives skin a natural, healthy glow Enriched with skin-loving ingredients Cons: Dewy finish may not suit oily skin types May need layering for more intense color payoff Slightly higher price point for a small bottle 2. MARS – Liquid Blush Hour Image Source: Order Now MARS Liquid Blush Hour is a budget-friendly, beginner-friendly blush designed to deliver vibrant color in a lightweight formula. Easy to apply and blend, it adds a soft flush to the cheeks without patchiness. Its compact size and user-friendly applicator make it ideal for on-the-go touch-ups or daily use. Key Features: Lightweight formula for comfortable wear Delivers natural flush with buildable pigmentation Easy-to-use applicator for precise placement Quick-blend formula that doesn't disrupt base makeup Affordable and travel-friendly Cons: Not long-wearing—may fade after 4–5 hours Color may appear too subtle on deeper skin tones Limited shade range 3. Mila Beauté – Pookie Serum Liquid Blush for Face Makeup Image Source: Order Now Mila Beauté's Pookie Serum Liquid Blush offers a radiant tint infused with skincare elements, giving your skin a glowy, hydrated look. Its smooth texture glides onto the skin like a serum, giving a natural, healthy tint while offering hydration benefits. Ideal for minimal makeup days or a soft glam look. Key Features: Serum-infused formula with skincare benefits Dewy, radiant finish that enhances natural skin Buildable coverage with a sheer, lightweight feel Blends well without streaking or settling into pores Suitable for dry to normal skin types Cons: May not last all day without setting Too sheer for those wanting intense pigment Not ideal for oily or acne-prone skin due to the dewy finish 4. Just Herbs – Halo Glow Blush Drops with Mango Butter and Rice Starch Image Source: Order Now Just Herbs' Halo Glow Blush Drops combine Ayurvedic botanicals with modern formulation. These drops are enriched with mango butter and rice starch to provide a creamy texture that blends easily while also nourishing the skin. The formula leaves a soft glow and is ideal for those who prefer natural, skin-friendly makeup. Key Features: Ayurvedic formulation with mango butter and rice starch Liquid drop format for easy customization of intensity Hydrating and soothing on the skin Provides a radiant, lit-from-within glow Free from parabens, silicones, and artificial fragrances Cons: Slightly tacky texture if over-applied Needs quick blending to avoid patchiness Limited availability in some regions Blush is more than just a pop of color—it's a transformative product that brings warmth, freshness, and vitality to the face. With the evolution of makeup, modern blushes are not only about pigment but also about skincare benefits, textures, and versatility. From liquid to serum-based and cream formulas, today's blushes are designed to suit every skin type and makeup preference. Disclaimer: At IDPL, we help you stay up-to-date with the latest trends and products. It should not be construed as an endorsement to buy. IDPL may make a very small commission from its sale if one chooses to buy the product from any of the links in this article.
Fashion Network
21-05-2025
- Business
- Fashion Network
Mila Beauté scales D2C operations, looks to Tier 2 shoppers for growth
Indian beauty brand Mila Beauté is scaling up its direct-to-consumer operations and expanding into Tier 2 and 3 cities as part of a wider strategy to localise its beauty offerings for Indian consumers. Backed by Rukam Capital, the brand is investing in digital infrastructure, product development, and in-house manufacturing to reduce reliance on imports and strengthen control over formulation and quality. Founded by Saahil Nayar, Mila Beauté focuses on skincare-infused makeup designed for Indian skin tones and climate. 'Beauty is not just about how you look. It's about how you feel,' Nayar told Indian Retailer Bureau in an interview. The brand currently offers products across categories including lips, eyes, and face, with plans to launch over 44 new SKUs this year. With a presence in metro cities like Mumbai and Delhi, Mila is now targeting smaller cities such as Lucknow, Ludhiana, and Coimbatore through hyperlocal marketing, retailer partnerships, and tailored product assortments. South India has been identified as a high-potential market, with region-specific campaigns and vernacular content currently in development. Mila Beauté's omni-channel model includes quick-commerce sampling and CRM-enabled personalisation, while its exclusive in-house production allows for faster product iterations. 'In five years, I want Mila Beauté to be remembered as the brand that rewrote the rules of color cosmetics in India," said Nayar. Mila Beauté's marketing campaigns are designed to spotlight diversity to appeal to a wide customer base. Based in Faridabad, the brand has a post money valuation of $35.3 million as of March 27, 2025, according to business information platform Tracxn.
