MAM
Cannes Lions Day 4: India continues its strong performance, scores 14 shortlists
Mumbai: India scored 14 more shortlists- 8 in ‘film category’ and 6 under ‘Sustainable Development Goals’ category on day four of the Cannes Lions Festival of Creativity 2022, rounding off its total shortlists tally to a stunning 121.
In film lions, Battlegrounds Mobile India ‘Machine Gun Mouth’ crafted by DDB Mudra secured three shortlists. ‘Jaquar Bath & Lights – Office’ created by Enormous Brands and Bhima Jewellery’s ‘Pure as Love’ by Animal scored one shortlist each in the category.
SOS Children’s Villages India’s young brand ambassador ‘Chatpat’ created by Kinnect + FCB India + FCB Chicago also earned two shortlists. The campaign earned one shortlist in Sustainable Development Goals Lions as well.
The other shortlists under the Sustainable Development Goals Lions category include P&G Whisper’s ‘The Missing Chapter’ conceptualised by Leo Burnett Mumbai which earned two shortlists.
VMLY&R Commerce’s ‘Smart Fill’ campaign for Unilever gained one shortlist, while another shortlist was scored by the Adeli campaign for Unipads’ crafted by VMLY&R Mumbai.
Isobar’s ‘The Protest Match – The Finals That Could Have Happened’ for Global ESports’ also picked up a single shortlist.
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.
