MAM
Amit Trivedi Debuts as Mentor on Music Hunt Bacardí House Party Sessions 2
MUMBAI: After the first season’s mammoth success, Bacardí House Party Sessions (BHPS) has announced its second edition with a spectacular line-up of winning artists – Ape Echoes, Zenith & Charan, and Pull. While the initial season largely witnessed EDM, this year had over 150 artists send in entries across a plethora of genres of music ranging from Ska, rock and hip-hop. BHPS is bringing on-board a few of the most celebrated voices of India’s music fraternity – Amit Trivedi, Benny Dayal and Mohini Dey, to mentor these winning artists.
The first season of Bacardí House Party Sessions saw the rise of a host of new talent from across the country. Some like Ritviz, whose journey to stardom has been meteoric right from his first BHPS track “Udd Gaye” to the all-new EP he recently launched under the BHPS banner, “Ved”. Going strong and steady in its second season, Bacardí House Party Sessions has not only dedicated itself towards fostering independent talent, but has also expanded the vision further by attracting more genres. All of these artists draw strong synergies with the Bacardí vibe and are ready to be fine-tuned by the stellar mentor bank, each of whom bring a distinct set of expertise in their respective genres.
National award-winning composer Amit Trivedi says, “An upcoming artiste can face a number of challenges and, having been on this journey myself, I can fully attest to how impactful the right platform and the right mentors can be for an artiste at the onset of his or her music career.”
“When I was approached to be a part of Bacardi House Party Sessions and outlined their ambition to give back to the artiste community, it instinctively moved me to work with them on this initiative. I believe this platform gives up-and-coming artistes a chance to showcase the depth of talent that India's indie music scene has. My message to every artiste out there is to 'Do what moves you' and keep chasing your dream," he added.
Mr Anshuman Goenka, Marketing Head, Bacardí India says, “Bacardí has always been committed to the cause of independent music. The roaring success of Bacardí House Party Sessions Season 1 has inspired us to come out bigger, bolder and better with Season 2. Bacardí advocates the sentiment of ‘do what moves you’, and the idea is not to just find fresh talent, but to fuel these aspirations of the artists and be a part of their every milestone. With this platform, Bacardí is passionately nurturing the musicians of tomorrow, bringing their unique sounds to every house party scene. This year promises to be even more exciting owing to our collaboration with seasoned mentors to give this initiative a solid foundation, and take it a notch higher.”
The next two months will see 3 incredible tracks being launched by the winning artists – Ape Echoes, Zenith & Charan, and Pull, co-created with their respective mentors Mohini Dey, Benny Dayal and Amit Trivedi. These artists will go on to perform at India’s Happiest Music Festival, Bacardí NH7 Weekender 2019, and tour across India through the express editions.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
