MAM
DDB MudraMax launches OOH campaign for Pan Vilas
MUMBAI: Godfrey Phillips India’s pan masala brand, Pan Vilas has launched an OOH campaign in tandem with radio and television spots. The campaign has been planned and executed by DDB MudraMax team and was launched across key markets of Gujarat UP, MP and Delhi.
The campaign aims to build upon the brand imagery of Pan Vilas and also communicate the message of the new price point of the product. The key challenge faced by DDB MudraMax in creating the campaign was to craft the communication that is eye-catching, helps maximise awareness levels and also add to the brand recall value.
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The creative that is endorsed by Manoj Bajpai is restricted to sites that have large display area and are situated in high footfall regions with heavy traffic coverage so as to maximise viewership numbers. The campaign will be run across cities for 45-60 days.
Godfrey Philips general manager marketing Arnab Ghosh said, “The OOH campaign was mounted to build salience for Pan Vilas across key markets and to create a buzz prior to the intended price change on the brand. Initial indication on the acceptance of the new price point in most markets is positive. The entire 360 degree approach of which the OOH campaign was a key element seems to have worked in achieving the intended results, thus leaving the brand in a better state of health. DDB MudraMax as a partner has been instrumental in working to a brief of providing the most optimised OOH plan for the key markets, which in the current situation of budgetary constraints was the need of the hour.”
DDB MudraMax , senior vice president Subhashish Sarkar added, “The Pan Vilas campaign has been taking steady and sure strides across a variety of media in recent years, to entrench itself as the most recalled in category with clear communication, memorable brand endorsement and strategic message locations. For OOH, DDB MudraMax has strived to work closely with the brand team in delivering mileage in tandem with the rest of the brand delivery in all markets. Selection of media, astute buying and a slew of eye-catching innovations gain the Pan Vilas campaign a foothold above budgetary allowances. We take pride and pleasure in our association with the brand.”
DDB Mudramax deputy general manager Jagriti Kohli further said, “Good work always happens when the client and agency work as partners, with a clear focus to turn the brand challenge into an advantage. Pan Vilas OOH campaign is testimony to this fact. The campaign in all cities stands out for its outdoor friendly creative as well as the large format, selected media. A thorough understanding of markets, strategic and relevant OOH media planning backed by flawless execution by a team which owns the brand completely has made the Pan Vilas campaign a visual delight across markets.”
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.
