MAM
Bates CHI & Partners to handle creative duties of General Insurance Council
MUMBAI: Bates CHI & Partners, Delhi has bagged the creative duties of General Insurance Council, the apex body of all licensed non-life insurers in India.
Bates has won the duties following a rigorous multi-agency pitch that saw participation from the likes of JWT and Mudra.
The first campaign will create awareness for the general insurance category and will cover the verticals that fall under the purview of non-life insurance such as Health, home, rural and motor insurance.
The General Insurance Council represents the collective interests of the non-life insurance companies in India and speaks out on issues of common interest; participates in discussions related to policy formulation, and acts as an advocate for high standards of customer service in the insurance industry.
Commenting on the win, Bates CHI & Partners India Group CEO Sanjay Thapar said, “General Insurance has very little awareness & low penetration in this country. We are therefore, delighted to be working with GI Council and look forward to driving their vision.”
General Insurance Council secretary general R. Chandrasekeran said, “We are delighted to choose Bates, CHI & Partners to handle our creative duties. Their understanding of the sector & our vision coupled with the innovative theme they presented made us choose them as our partner of choice. We look forward to a continued association with them to help us achieve general insurance business growth.”
The campaign will comprise a mix of radio, print and television commercials and is expected to go live shortly.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
