MAM
82°E enters Body Care, unveils new campaign
Mumbai: 82°E, a self-care brand co-founded by Deepika Padukone and Jigar Shah, has announced its entry into the Body Care category with a range of body care products including Body Cleansers, Milk and Lotion.
The launch campaign has been conceived, created and executed by 82°E’s Agency on Record, Tilt Brand Solutions – a part of Quotient Ventures.
This launch campaign – Art of Leisure (Clip 1, Clip 2, Instagram), emphasizes how body care can become a nourishing, holistic practice for the mind and skin. The communication invites consumers to practice their favourite acts of leisure, an important aspect of self-care — joyfully and without guilt.
82°E’s entry into body care follows several successful product launches in skincare. The launch campaign further extends the brand’s point of view that skincare needs to be simplified.
Launched in November 2022, 82°E is on a mission to make the practice of self-care a simple, joyful and effective part of one’s everyday life. Over the past year, 82°E has built a strong foothold in the skincare category by focusing on simple yet high-performance routines for different skin types while driving the message of overall self-care—an extension of the co-founders’ commitment to well-being, emphasising the simplification of skincare, as its core proposition.
Speaking about the campaign, Keerthana Ramakrishnan, Chief Marketing Officer, 82°E said, “While Body Care is an extension of our skincare category, it offers a fresh new experience to our consumers. It was crucial that we communicated our intention of self-care through the campaign thought of Art of Leisure to our consumers, in an impactful manner. We wanted them to come on the journey with us; to take their self-care a step further with this new launch.”
For the brand, this campaign marks a crucial milestone of going above the line for the first time, intending to increase reach in key markets nationwide.
Speaking of the partnership, Quotient Ventures group chief executive officer T Gangadhar said, “We are thrilled to be partnering with 82°E to build a brand that is synonymous with self-care. The body care launch campaign is the first such initiative to that end. We are confident that, together, we can create a brand narrative that will deeply resonate with people and inspire them to prioritise their wellbeing.”
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
