Ad Campaigns
Sugar Cosmetics launches ‘#GRWS – Get Ready With Sugar’ campaign
Mumbai: Sugar Cosmetics has launched “#GRWS – Get Ready With Sugar”, a digital campaign bringing celebrities from various career choices, ages, and sexual orientations together such as Bollywood actor Alaya F, Bollywood singer and music composer Jasleen Royal, actor and singer Sushant Divgikar a.k.a. Rani Ko-HE-Nur and Indian cricketer Shreyanka Patil.
The campaign plays along the narrative of “Duniya ke liye ready hone se pehle, khud ke liye ready hona zaroori hai !” with the objective of ‘valuing yourself first’ to foster and cultivate a healthy balance between giving your best to others and nourishing your needs. The campaign was launched with a digital video featuring the four celebs which captures their crucial last-minute mental preparations followed by the rituals before they take over the main stage. Showcasing that femininity and leadership can coexist, each celeb before facing the world is seen reinforcing confidence through their rituals involving their favorite Sugar makeup products that not only enhance their external appearance but also strengthen their inner energy as they take on their respective roles.
In the span of the next three months, the brand will release individual versions of each celeb showcasing their last-minute rituals before hitting the big stage. Additionally, the upcoming videos will also introduce the new product offerings. #GRWS will be digitally amplified across all channels including Instagram, YouTube, and Facebook along with on-ground retail touchpoints.
Commenting on the launch of the campaign, Sugar Cosmetics co-founder & CEO Vineeta Singh said, “I am inspired to stand next to some of India’s self-made personalities like Sushant, Jasleen, Alaya, and Shreyanka in the #GetReadyWithSugar campaign. SUGAR Cosmetics is the choice of the bold and the unstoppable individual. This campaign recognizes that it is essential to cultivate self-worth to build with compassion, and resilience, inspire, break barriers, and bring positive change. And makeup simply enhances one’s confidence in this journey while allowing them to express individuality in their professional and personal space!”
Commenting on this campaign, Sushant Divgikar said, “SUGAR Cosmetics’s #GetReadyWithSugar campaign embodies the spirit of inclusivity and empowerment that resonates with me. It serves as a reminder that the journey of preparation is just as important as the moment of recognition itself. And during the preparation always express gratitude towards people who stand by you. So, get ready to scream, build, entertain, win, and inspire with all of us!”
Bollywood singer and music composer Jasleen Royal stated “The #GetReadyWithSUGAR campaign is an inspiring call for every woman to pause, prepare, and embrace her power before stepping into the spotlight. I believe in the idea of celebrating the preparation before the showdown and that’s what excites me about this campaign.”
Shreyanka Patil mentioned, “I am extremely excited to be a part of #GetReadyWithSugar campaign, an impactful and inspiring initiative by SUGAR Cosmetics that celebrates the hustle behind every successful story. There is no boundary hit without rigorous practice.”
Bollywood actor Alaya F expressed excitement and said, “Being a part of the #GetReadyWithSugar campaign feels so fulfilling! The campaign beautifully captures some of the rituals I do before facing the camera! For instance, I like to meditate and calm myself before an important shoot. I feel a lot of gratitude to be in the same space as other women who have embraced the strength that is found in taking time for themselves.”
Sugar Cosmetics co-founder and COO Kaushik Mukherjee said, “It’s heartwarming to have India’s inspiring icons from various walks of life to come together for #GetReadyWithSugar to voice how valuing yourself first is a must before shining bright for the world. With this remarkable collaboration and narrative, we aim to fuel confidence in future generations to embrace the moment and seize every opportunity to be the best version of themselves – with SUGAR.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
