MAM
Glad U Came & The Beauty Co launch cyberbullying awareness campaign
NEW DELHI: Influencer marketing firm Glad U Came has partnered with The Beauty Co to launch a new initiative on the subject of cyberbullying called #TheItGirl.
The campaign aims to combat beauty cyberbullying, which occurs when someone is targeted about their appearance via negative or abusive comments on social media. It's also generating awareness about the unrealistic standards of beauty on online platforms which can adversely affect users' self-image and body confidence.
The team up between Glad U Came and The Beauty Co happened with the common goal of creating an online space for young people to share experiences and find solutions to their issues.
The Beauty Co-founder Mr. Suraj Raj Vazirani said, “Stereotypes affect the way we look at ourselves. We are constantly reminded that our gender, colour, size and sexuality defines us. Beauty brands play an important role in creating these stereotypes. As a beauty brand, we want to take a stand against these notions. We believe that beauty is not only what we see. It’s also about what we feel. We want people to feel beautiful regardless of the stereotypes that surround them.”
Glad U Came founder Maddie Amrutkar said, “Working with influencers allows you to create effective campaigns that increase your brand value and spread the message. The objective of the campaign was to create a sense of awareness about beauty cyberbullying and its impact.”
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
