MAM
SUGAR Cosmetics makes a mark with their digital campaign – #GetThePicture #BetterWithHer for Women’s Day 2020
MUMBAI: SUGAR Cosmetics, one of the fastest growing premium makeup and beauty brands in India, successfully associated with 5000+ influencers to raise awareness about female foeticide.
This Women’s Day, SUGAR asked women to show their support and fight against female foeticide and infanticide by uploading a family photo across social media platforms like Instagram, Facebook and Twitter wherein they simply scribble out the women in the picture, along with the message – ‘This Women's Day, make a difference by being the voice of those who didn't make it! Do your bit to stand up against female foeticide and infanticide in India. So spread the message and show your support by uploading your scribbled photographs, so the world can truly #GetThePicture. #BetterWithHer #TrySUGAR #SUGARCosmetics’.
This digital activity saw 5600+ posts on Instagram, using #BetterWithHer and reached approx. 7.7K + people. The campaign trended in the Top Ten India Trends on Twitter and received approx. 933 tweets. These tweets received a total impressions of approximately 16.8 million with a reach of approx. 3.4 million. The campaign received support from top influencers and bloggers like Debasree Banerjee, Shreya Mehta, Kainaz Reddy, Purva Vats and many more.
Alongside this, with the purchase of every SUGAR Minis Set this month (http://bit.ly/2PFEAZJ), SUGAR Cosmetics will give a part of the proceedings towards fighting this societal evil.
Speaking about the success of the campaign, Vineeta Singh, CEO, SUGAR Cosmetics says, “To raise awareness about the alarming issue of female foeticide and infanticide in the country, we launched this digital campaign. The campaign inspired consumers to emphasize on how important women are, and what their families would look like without them. SUGAR as a brand stands by strong, independent women and this year we wanted to celebrate them as well as the women who couldn’t make it. I sincerely hope that this campaign has created the right amount of awareness."
Adding to this, Amrita Shinde, Marketing Head, SUGAR Cosmetics said, “With this campaign our aim was to reach out to the audience all over the country and raise awareness about this cause. Apart from the women who took a stand for this cause, SUGAR also saw a fraction of men who organically came forward to show their support. This shows that the campaign was successful in creating awareness and that men too feel for this cause! While we have a long way to go before female foeticide and infanticide can completely be stopped in India, we hope this campaign has helped in a small way.”
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
