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Look ‘PhotoReady’ with Revlon’s digital campaign,Dimsy Mirchandi
MUMBAI: Revlon, the cosmetic company, has launched a new digital campaign for its make-up range PhotoReady.
The campaign includes a Facebook application, Twitter handle and online contest called ‘CelebrityYou.’ Elaborating more on it, Revlon India marketing manager Dimsy Mirchandi says, “The objective of this campaign was to introduce and engage consumers with our new range of PhotoReady products. But our overall digital objective is to entice consumers; use the platform to share our common purpose of inspiring women to express themselves freely. And this is exactly what we have tried to do through this campaign. Based on the insight that women want to look photo-ready all the time, we encouraged her to share her best celebrity moment, i.e. find that one moment when she felt special, just like a celebrity. By sharing and realising her moments, she is not only being expressive but also inspiring others to do so.”
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The PhotoReady digital campaign has been introduced to promote new products within the PhotoReady Range namely – PhotoReady BB Cr?me, PhotoReady Dual-ended Kajal and PhotoReady Mascara. It also reinforces and further promotes the already existing products within the range.
Mirchandi adds, “Since the campaign is based on a simple yet effective insight i.e. women wants to look photo-ready all the time, it is ought to resonate well with them. And the fact that close to 500 women participated in the contest validates that they found it relevant and interesting. More so, such campaigns help brand connect and co-create with consumers.”
Throughout the campaign, Revlon’s make-up expert Bianca Hartkopf will provide various make-up tips on ‘How to’ wear make-up along with Revlon’s guest photographer (Anushka Menon) who will share inside secrets to being PhotoReady. There will also be various tips, trends that the photographer will write in terms of articles, posts, tweets etc.
The campaign was developed by VML Quais.
MUMBAI: When margins wobble, liquidity talks and in Q3 FY25-26, cash did most of the talking. Den Networks Limited closed the December quarter with consolidated revenue of Rs.251 crore, marginally higher than the previous quarter but down 4 per cent year-on-year, even as profitability stayed resilient on the back of strong cash reserves and disciplined cost control.
Subscription income softened to Rs.98 crore, slipping 3 per cent sequentially and 14 per cent from last year, while placement and marketing income offered some cheer, rising 15 per cent quarter-on-quarter to Rs.148 crore. Total costs climbed faster than revenue, up 7 per cent QoQ to Rs.238 crore, driven largely by higher content costs and operating expenses. As a result, EBITDA dropped sharply to Rs.13 crore from Rs.19 crore in Q2 and Rs.28 crore a year ago, pulling margins down to 5 per cent.
Yet, the bottom line refused to blink. Profit after tax stood at Rs.40 crore, up 15 per cent sequentially and only marginally lower than last year’s Rs.42 crore. A healthy Rs.57 crore in other income helped cushion operating pressure, keeping profit before tax at Rs.48 crore, broadly stable quarter-on-quarter despite the tougher cost environment.
The real headline-grabber, however, sits on the balance sheet. The company remains debt-free, with cash and cash equivalents swelling to Rs.3,279 crore as of December 31, 2025. Net worth rose to Rs.3,748 crore, while online collections accounted for 97 per cent of total receipts, underscoring strong cash discipline across operations, including subsidiaries.
In short, while Q3 showed signs of operating strain, the financial backbone remains solid. With zero gross debt, steady profits and a formidable cash war chest, the company enters the next quarter with flexibility firmly on its side proving that in uncertain markets, balance sheet strength can be the best growth strategy.
