MAM
By the numbers Project Worldwide tries to solve marketing’s toughest sum
MUMBAI: Marketing has always loved big ideas. Now it is being asked to show its working. Project Worldwide has announced the launch of Math of Marketing, a proprietary intellectual property positioned as a long-term framework to decode marketing effectiveness and measurement in India. Debuting with what the group describes as India’s largest-ever study on marketing ROI, the initiative is designed not as a one-off report, but as a permanent strategic pillar for the network in the region.
The IP arrives at a moment when Indian marketing is wrestling with a familiar contradiction. CMOs are under constant pressure to deliver immediate returns, even as brands acknowledge the need to invest in long-term equity. Math of Marketing sets out to address that tension by creating a structured, evidence-led approach to how success is defined, measured and defended in boardrooms.
According to Project Worldwide global CEO Chris Meyer India represents a critical inflection point. He said the country’s next phase of growth will be unlocked by evidence-based marketing, adding that the new IP is intended to build a rigorous foundation for understanding how brand value and commercial outcomes truly connect in one of the world’s most dynamic markets.
At its core, Math of Marketing focuses on five pressure points shaping modern marketing decisions. These include proprietary metrics that link brand health directly to revenue, frameworks for balancing short-term performance with long-term brand building, and quantifying the ROI of customer marketing and loyalty. The initiative will also track how AI adoption, advanced attribution models and evolving technology stacks are influencing decision-making in 2026, alongside assessing how disciplined Indian organisations really are when it comes to experimentation and agility.
The first major output from the initiative will be a flagship report titled Math of Marketing: How Modern CMOs Measure What Matters, intended to act as a reference point for both B2B and B2C marketers. Beyond the data, the IP will be supported by an ongoing “brain trust” of senior marketers, analysts and industry experts, aimed at setting new benchmarks rather than reacting to old ones.
For the India business, the emphasis is on creating common ground. Project Worldwide chief growth officer for India and South Asia Rasheed Sait said the market no longer needs more dashboards, but a shared language for success. He noted that the IP is designed to give brands India-specific blueprints to optimise media mix, creative effectiveness and long-term investment decisions in an increasingly complex ecosystem.
Project Worldwide plans to activate Math of Marketing through a series of industry consultations, expert roundtables and collaborative workshops in the coming weeks, keeping the conversation rooted in real-world challenges rather than theoretical models.
In an industry where intuition has often outpaced evidence, Math of Marketing is a clear signal of where the debate is heading. Less guesswork, more grounding. And perhaps, for once, marketing might finally get full marks for its maths.
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.
