MAM
Britney Spears shows off her fantasy for Elizabeth Arden
MUMBAI: The TVC that sees music star Britney Spears promoting her second fragrance from Elizabeth Arden, fantasy Britney Spears premiered on AOL a few days ago.
The spot coincided with the fragrance’s launch at stores acros the US including Macy’s, Nordstrom and Sephora.
The print ad has also broken in fashion magazines. The fantasy Britney Spears site www.fantasybritneyspears.com is in operation. Fans can download cell phone ringtones with messages from Britney, wallpaper for their phones and online games. Spears was quoted in media reports saying that the fragrance had been created with all kinds of enchanting scents and flavours like lush red lychee, golden quince, sensual woods and exotic kiwi.
Britney Spears’ first fragrance, curious Britney Spears was introduced in September 2004 by Elizabeth Arden and immediately became an international bestseller.
Elizabeth Arden is a global prestige beauty products company. The company’s portfolio of leading brands includes the fragrance brands Red Door, Red Door Revealed, Elizabeth Arden Green Tea and Elizabeth Arden 5th Avenue.
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
