MAM
Kalpataru Mandates NeoNiche to Design and Deliver Their Event Marketing Initiatives
MUMBAI: NeoNiche Integrated Solutions Pvt. Ltd, a 360-degree experiential marketing agency, recently won the events mandate for Kalpataru Limited. The account was won following a multi-agency pitch.
Kalpataru Limited is one of India’s leading real estate companies, responsible for building Mumbai’s tallest and luxurious residential tower in the ’70s, a record that stood for the next quarter of a century. The brand also has several luxury properties under its domain, such as Avana, Magnus, Amoda, Solitaire, Vista, and Yashodhan.
NeoNiche will be playing the role of showcasing the grandeur and luxuriousness of the brand events through the right mix of design and storytelling, with a combination of immersive technology, skilled professionals in marketing, space designers, architects, and much more. Its aim is to enthral the audience to maintain the legacy of Kalpataru and deliver an effective engagement, amalgamated with a flawless execution. This will bring about a high recall value for the brand, for attendees and client alike, and make it a glorious success.
Speaking about the win, Mr. Valay Lakdavala, Director – Client Relations, NeoNiche said "We are very excited about our association with Kalpataru Limited, as it allows us an opportunity to use our expertise to showcase the brand as an industry leader, for its thoughtfully designed, high quality, and innovative life-spaces. The opportunity will set the roadmap for our plans to create meaningful and remarkable experiences in the real estate industry”.
MAM
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.
