MAM
Nykaa launches Pink Friday Sale with new campaign
NEW DELHI: The Nykaa Pink Friday Sale, the brand's flagship beauty event, has flagged off with the launch of a new TVC campaign featuring actress and brand ambassador Janhvi Kapoor.
A 360-degree surround marketing plan with digital, OOH, TV, OTT content in six languages will cater to a wide audience pan-India. An intensive social media campaign involves influencers, micro-influencers and the Nykaa army, talking about their favourite picks from the Pink Friday Sale while using the Instagram filter created especially for the sale event. Exclusive video content by leading beauty bloggers is being rolled out on the Nykaa App under the ‘Explore’ section. This is a watch and shop format where the app users can learn beauty tricks, hacks, tutorials and discover various offers from the influencers while getting a chance to shop for the products showcased at the same time.
“The event of the Pink Friday Sale is a realisation of the customer trust and reach that Nykaa has in India. Thanks to months of preparation with our brand partners we are able to create unique offerings for our customers. Our tech and logistics teams ensure a seamless shopping experience online and offline, which truly delight our customers,” a Nykaa spokesperson said.
The sale includes beauty brands across makeup, skincare, fragrances, hair and accessories. Shop for Lakme, Maybelline New York, L’Oreal Paris, Nykaa Cosmetics for as much as up to 50 per cent off. Premium brands like Huda Beauty is on sale for up to 40 per cent off, while M.A.C Cosmetics, Estée Lauder, Smashbox, Kay Beauty, Bath & Body Works etc & the newest brand on board – Charlotte Tilbury – are participating with unmissable offers, revealing new deals everyday reflecting the appetite of the Indian consumers to invest in beauty.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
