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.”
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
