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This Christmas, DaMENSCH joins SOS Children’s Villages to give kids – ‘Gift of Comfort’
Mumbai: As the world gears up to celebrate Christmas, it will be just another day for thousands of underprivileged children who continue to struggle their way for food and comfort.
It is this thought that has inspired men’s fashion brand DaMENSCH to announce its latest campaign ‘Gift Of Comfort,’ where it will donate a part of all purchases made on its website to India’s self-implementing child care NGO – SOS Children’s Villages of India. “Each purchase made between 25 December and 5 January 2022 will be a contribution that benefits the lives of 100 children across the country,” said the brand. “The funds will be used to brighten the new year festivities of these children by providing them with better livelihood.”
“This is the season of happiness and giving. This year has been challenging for many and, as a conscientious brand, we are dedicated to bringing more smiles to those in need. In line with this aim and to amplify our CSR efforts, we are proud to partner with SOS Children’s Villages of India to serve parentless and abandoned girls and boys throughout India,” said DaMENSCH co-founder Gaurav Pushkar.
Drawing attention to the plight of the vulnerable children impacted by the pandemic, SOS Children’s Villages of India secretary-general Sumanta Kar said, “Many have lost livelihoods and children have lost parental support. We, at SOS Children’s Villages of India, are extremely committed to the cause of uplifting the caregiver and, subsequently, communities to secure wholesome childcare and development for the most vulnerable. When we come, together, to serve the greater good, the impact is magnified and more expansive.”
The curative programme of SOS Children’s Villages of India attempts to reach out to more than 6,500 once-parentless or abandoned girls and boys in 32 SOS Children’s Villages across the country. Each children’s village has 12-15 family homes, with every home consisting of 10 children on average along with an SOS Mother. All-round development, including education, nutrition, health, and psychological development, is taken care of till these children are well settled in life.
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Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
