MAM
BC Web Wise unveils TVC for Sugar Cosmetics ft Kriti Sanon
Mumbai: To capture the attention of Gen Z, Sugar Cosmetics collaborated with BC Web Wise to release a new TV commercial for its Sugar Pop – ultrastay transferproof lipstick. Starring brand ambassador Kriti Sanon, the ad highlights the lipstick’s standout feature: high-impact, transfer-proof color, designed for those with active, on-the-go lifestyles.
In the film, created by BC Web Wise, Kriti appears in everyday scenarios, like grabbing coffee or hanging out with friends, where the lipstick’s smudge-free, vibrant color stays intact, reinforcing the product’s tagline, “Colour Sahi, Transfer Nahi!”
BC Web Wise developed the concept that won a multi-agency pitch for this campaign. Their approach brings Sugar Pop’s signature lipstick to life through a fun, relatable narrative that resonates with a younger audience.
BC Web Wise associate creative director Kusum Manral said: “Our goal was to tell a story that seamlessly integrates the product’s key feature into everyday life. The ‘no transfer’ benefit is something every young person can relate to, and we wanted the film to be as authentic and lively as the Gen Z audience.”
MAM
Time brings TIME100 Next franchise to India with Reliance
List to spotlight 100 emerging leaders, gala set for December 2026 in Mumbai.
MUMBAI: It’s about time India’s next wave got a global spotlight and now, it’s on the list. New York-headquartered Time is expanding its TIME100 Next franchise to India, partnering with Reliance Industries Limited to launch TIME100 Next India, its first international extension of the rising leaders platform. The announcement was made at the Time100 Gala in New York by Jessica Sibley and Nita Mukesh Ambani, signalling a strategic push to tap into India’s growing influence across sectors.
The India edition will recognise 100 emerging leaders from the country and the global Indian diaspora, spanning business, science, sports, arts and social impact. The list will be curated by Time’s editorial team and published online, continuing the franchise’s focus on identifying individuals shaping the future.
The initiative will culminate in a gala event scheduled for December 2026 at the Nita Mukesh Ambani Cultural Centre, anchoring the platform within India’s cultural and business ecosystem.
TIME’s broader Time100 franchise has steadily expanded its global footprint since 2021 through events and impact-led initiatives. Executives noted that India’s growing pool of influential voices and innovators made it a natural next step for the platform’s international ambitions.
For Reliance, the partnership aligns with its broader push to support emerging talent and ideas on a global stage. For Time, it marks a timely bet on India not just as a market, but as a talent engine shaping the next chapter of global leadership.
