MAM
82°E enters Body Care, unveils new campaign
Mumbai: 82°E, a self-care brand co-founded by Deepika Padukone and Jigar Shah, has announced its entry into the Body Care category with a range of body care products including Body Cleansers, Milk and Lotion.
The launch campaign has been conceived, created and executed by 82°E’s Agency on Record, Tilt Brand Solutions – a part of Quotient Ventures.
This launch campaign – Art of Leisure (Clip 1, Clip 2, Instagram), emphasizes how body care can become a nourishing, holistic practice for the mind and skin. The communication invites consumers to practice their favourite acts of leisure, an important aspect of self-care — joyfully and without guilt.
82°E’s entry into body care follows several successful product launches in skincare. The launch campaign further extends the brand’s point of view that skincare needs to be simplified.
Launched in November 2022, 82°E is on a mission to make the practice of self-care a simple, joyful and effective part of one’s everyday life. Over the past year, 82°E has built a strong foothold in the skincare category by focusing on simple yet high-performance routines for different skin types while driving the message of overall self-care—an extension of the co-founders’ commitment to well-being, emphasising the simplification of skincare, as its core proposition.
Speaking about the campaign, Keerthana Ramakrishnan, Chief Marketing Officer, 82°E said, “While Body Care is an extension of our skincare category, it offers a fresh new experience to our consumers. It was crucial that we communicated our intention of self-care through the campaign thought of Art of Leisure to our consumers, in an impactful manner. We wanted them to come on the journey with us; to take their self-care a step further with this new launch.”
For the brand, this campaign marks a crucial milestone of going above the line for the first time, intending to increase reach in key markets nationwide.
Speaking of the partnership, Quotient Ventures group chief executive officer T Gangadhar said, “We are thrilled to be partnering with 82°E to build a brand that is synonymous with self-care. The body care launch campaign is the first such initiative to that end. We are confident that, together, we can create a brand narrative that will deeply resonate with people and inspire them to prioritise their wellbeing.”
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
