MAM
CenturyPly pledges towards a healthier life with their new campaign #HardcoreHappySoul
National : Pledging towards a healthier society, CenturyPly announced their digital campaign #HardcoreHappySoul on Facebook and Instagram. With this campaign, CenturyPly aims to encourage the fitness enthusiasts to get more people into the habit of fitness by motivating them to take up a 10 days challenge and thus working towards a healthier society at large.
CenturyPly believes that running has a very positive impact on the core of a person making him/her grow in confidence and being positive. It is crucial to have a hard core to become a happy soul and combat the menace of depression and anxiety, which are rapidly increasing. Running is gaining popularity by the day and has long term health benefits. It can improve health and reduce the risk of developing several diseases like type 2 diabetes, cancer and cardiovascular disease as well.
Therefore, with #HardcoreHappySoul campaign, CenturyPly is taking a conscious attempt to encourage and influence India to make fitness a habit, a choice for the betterment of their own self.
As a part of the campaign, CenturyPly is targeting Motivators to increase the habit of running by challenging them to be #HardcoreHappySoul through their Facebook and Instagram pages.
In order to be eligible for the competition
Motivators need to:
· Have to like the official social media pages of CenturyPly
· Share the link of new runners’ registration.
· Tag CenturyPly along with any number of people they recommend to take up the challenge of instilling running into a habit ( at least 1 km each day for 10 days)
The recommended New Runners need to:
· Register themselves with CenturyPly mentioning the details of their respective motivator.
· Post the screenshot of 1 km mileage for the next 10 days of registering in the campaign.
The campaign will be live from 11th December’2019 to 31st December’2019 and the last date for registering a New Runner is 22nd December’2019.
· 25 Motivators from across India with the most number of new runner registrations will get a chance to receive INR 5000 Paytm cash each.
· All the new runners, completing the 10 days challenge will get e-certificates from CenturyPly along with a chance to get featured on the company social handles.
· Amongst the total number of participants, 50 lucky winners, who will complete the challenge, will get a chance to get CenturyPly “Hard Core, Happy Soul” runners T-shirt.
On the launch of the campaign, Mr. Sanjay Agarwal, Managing Director of CenturyPly, said, “This is our humble effort to grow the number of people into the fitness tribe. After all, a fit nation is a hit nation. The aim for the campaign is to emphasize on the inner strength for a happier soul, which is synonymous with our brand values. At CenturyPly, we give paramount importance to the inner strength of our products that resonates through the beautiful exteriors. This similarity between the aim of the campaign and the core messaging of the brand is the primary reason for taking up this initiative in the first place.”
MAM
Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
