Brands
Anupam Mittal teases next project with iconic tagline ‘Yeh Dil Maange More’
Mumbai: Anupam Mittal, the enigmatic founder of a prominent matchmaking platform, also recognised for his role as a sharp-witted judge on a popular reality show, has become a notable figure in the business and entertainment industry.
But now, the buzz in the business corridors is hinting at something new. Anupam Mittal, known for his audacious ventures, recently set the social media world on fire with a cryptic Instagram reel. In his latest reel, he said, “Itne dillon ko milaane ke baad bhi, apni gaadi aagey badh rahi phir bhi… Yeh Dil Maange More. Maybe it’s about time I do something about this dil ki feeling?”.
As online chatter peaks, one can’t help but wonder: What’s Anupam Mittal up to now? With a tagline reminiscent of Pepsi’s iconic ’90s campaign, ‘Yeh Dil Maange More,’ his followers are leaving no stone unturned to decode the message. While the details remain under wraps for now, people are flooding his Instagram with comments, each trying to crack the code and predict his next move. Curiosity is infectious, and it seems like everyone is eagerly awaiting the big reveal.
As his announcement continues to drive conversations on social media and in the offline world, the question looms large: With a tagline echoing Pepsi’s memorable slogan, “Yeh Dil Maange More”, – What will Anupam Mittal unveil next, and how will it reshape the entrepreneurial landscape?
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
