MAM
Chhota Bheem dances to the tunes of GCL’s Tat-O
MUMBAI: The already crowded FMCG market has another addition with Gopal Coprco Ltd (GCL), a well known name in the tobacco segment, entering the snack segment. The company has come up with Tat-O potato chips and has roped in none other than kids‘ most popular Chhota Bheem to roll out its first TV campaign.
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With most brands not positioning themselves directly to the kids, GCL decided to cater this audience and position the product for the need gap. Hence, the brief was simple enough – with a need to be different, GCL went ahead with the tie-up with product licensing with popular character to generate a pull for the brand. For the first time in India, the category would have the cartoon character and his team in the commercial and packaging.
On the tie-up with the toon character, GCL‘s marketing head Aditya Joshi says, “Tying up with the iconic toon character Chhota Bheem was a well thought out decision keeping in mind the huge popularity of the character with kids pan India more so in our market of focus i.e. North. Leverage on its equity, the brand has helped us with making favourable inroad for the product.”
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From Here On Communications, based in Delhi, is the creative agency for the product. From the brand name to the packaging, every element of brand of the new entrant was carefully crafted to etch out a distinct personality. “When it came to the communication, we were clear that Tat-O needed to move clear of the category norm of Bollywood/Cricket celebrity endorsees. When we saw Chhota Bheem, we found a character who resonated strongly with the target consumers and with the Tat-O brand values,” says From Here On Communications managing partner Gullu Sen.
In the TVC, Chhota Bheem along with his friends can be seen taking a break from their laddoos and enjoying the taste of Tat-O and dancing to a catchy song – Tat-O ka taste hai so magnetic, ke haath badhe automatic!, performed in the style of the popular series.
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“The communication has been kept extremely simple. The jingle was composed to grab the attention of our core consumers and their parents. The line has its roots in a simple category insight – snacking, most of the time, is an involuntary activity. Tied to this is the brand‘s promise of delicious, crisp chips, and both lead automatically to the promise of automatically grabbing a pack of the chips,” adds Sen.
The campaign is on air on selected children‘s networks, and is supported by vibrant POS on ground. It will also be supported by an integrated marketing campaign with Chhota Bheem mascot.
GCL has invested Rs 50 crore for this venture.
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.
