MAM
BC Web Wise unveils TVC for Sugar Cosmetics ft Kriti Sanon
Mumbai: To capture the attention of Gen Z, Sugar Cosmetics collaborated with BC Web Wise to release a new TV commercial for its Sugar Pop – ultrastay transferproof lipstick. Starring brand ambassador Kriti Sanon, the ad highlights the lipstick’s standout feature: high-impact, transfer-proof color, designed for those with active, on-the-go lifestyles.
In the film, created by BC Web Wise, Kriti appears in everyday scenarios, like grabbing coffee or hanging out with friends, where the lipstick’s smudge-free, vibrant color stays intact, reinforcing the product’s tagline, “Colour Sahi, Transfer Nahi!”
BC Web Wise developed the concept that won a multi-agency pitch for this campaign. Their approach brings Sugar Pop’s signature lipstick to life through a fun, relatable narrative that resonates with a younger audience.
BC Web Wise associate creative director Kusum Manral said: “Our goal was to tell a story that seamlessly integrates the product’s key feature into everyday life. The ‘no transfer’ benefit is something every young person can relate to, and we wanted the film to be as authentic and lively as the Gen Z audience.”
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Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
