MAM
Sanya Malhotra dazzles as showstopper for Godrej Professional’s ‘Dimension Ombreyage Collection’
Mumbai: Godrej Professional, a professional hair brand with products in hair care, colour, styling, and keratin from Godrej Consumer Products Ltd (GCPL), participated in the Professional Beauty India trade show with Jawan actor Sanya Malhotra gracing the ramp as the showstopper. Sanya’s look was accentuated by shades from the ‘Dimension-Ombreyage Collection’ hair colour range, which reflects the brand’s commitment to embracing acceptance, inclusivity, and self-expression through vibrant hair colours. The Dimension-Ombreyage collection features four captivating hair colour looks such as Sandstone Ombreyage, Auburn Ombreyage, Crimson Ombreyage, and Pearl Square. The lineup also featured models showcasing the exquisite styles from this collection.
The Professional Beauty India trade show took place at the Bombay Exhibition Centre in Goregaon. In addition to participating in the show, Godrej Professional hosted an insightful masterclass. Renowned celebrity hairstylists and technical ambassadors, Sylvia Chen, Ryan Rozario, and Najeeb Rehman, shared their expertise, unveiling the latest trends, techniques, and innovations in the dynamic realm of hair and beauty.
Sharing her experience flaunting these bold colours, actor Sanya Malhotra said, “I am absolutely thrilled to don Godrej Professional’s Dimension-Ombreyage collection. As an Indian brand, they understand the unique haircare needs of every individual, even my curls. This collection offers stunning hair colours and sends a powerful message, which I truly believe in, of embracing diversity and inclusivity. My hair colour is an expression of my true self and reflects my inner vibrancy and individuality. “
Godrej Professional’s vision is to revolutionize the salon and beauty industry. This partnership serves as a dynamic platform uniting salonists, beauty professionals, enthusiasts, and brands, fostering a vibrant ecosystem of collaboration, education, knowledge exchange, and a profound celebration of the artistry within the salon and beauty community.
Commenting on the brand’s participation in this prestigious trade show, Godrej Consumer Products Ltd (GCPL) general manager Abhinav Grandhi said, “As a brand, we have always believed that our products are for all. We are one of the foremost brands in the professional hair and beauty space trusted by both consumers and salon professionals. The Professional Beauty India Expo 2023 featured the latest collection ‘Dimension-Ombreyage Collection’ along with our hair colour and care products. It is a great platform to engage with the salon industry. We made this engagement more special by roping in actress Sanya Malhotra for our hair show. Dimension features a prismatic and diverse take on colours and cuts for every hair type and persona. We are further committed to undertake more such initiatives highlighting our range of hair colour, care, styling, and keratin products.”
Celebrity hair stylists Sylvia Chen, Ryan Rozario and Najeeb Rehman conducted an exclusive masterclass showcasing this collection. The session commenced with an informative talk by the stylists on trending haircuts and the four hair colouring techniques. They then highlighted the hair colour; cutting and styling techniques live on stage – revealing all the tips and tricks to stylists to recreate these looks in their salons.
Godrej Professional offers a colour range consisting of 34 stunning hair colour shades. Apart from its exceptional hair colour range, Godrej Professional offers a wide array of styling products, along with transformative treatments like keratin treatments. Additionally, they provide a range of hair care products, including shampoos, hair masks, and serums, catering to diverse hair needs.
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
