MAM
DDB MudraMax wins media mandate for Garuda Polyflex Food
MUMBAI: DDB MudraMax has won the media mandate for Garuda Polyflex Food, which operates under the brand name ‘Gone Mad’.
The account, won after a multi-agency pitch, will be handled out of the DDB MudraMax Bengaluru office.
Garuda Polyflex Food MD V Jayachandran said, “We, at Garuda Polyflex Food are very happy to have DDBMudraMax as our media partner. They bring with them, significant expertise of having managed media for reputed organisations in India. They also bring the attitude in line with our brand “Gone Mad”, which makes them a perfect fit for us. We look forward to a long and fruitful partnership.”
DDB MudraMax AVP and head south Anilkumar Sathiraju said, “We are very excited to work on this brand called Gone Mad. It’s one of its kind and we’ve got some exciting work coming up very soon. Some of the brands coming soon from the house of Garuda Food is something that you need to wait and watch out.
Garuda Food is a $500 million, 22 year old food & beverage company. It is a part of Tudung Group which deals in Agribusiness and FMCG distribution. It has 13 production facilities in Indonesia, China and India with over 20,000 employees.
Garuda Food offers a range of snacks, confectioneries, biscuits, tea and coffee based beverages, flavoured milk, jelly drink and fruit flavoured drinks. In the year 2011, Garuda Food entered into a joint venture with Polyflex Group to form Garuda Polyflex Food Pvt Ltd to enter the Indian market.
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.
