Brands
Fastrack compelled to withdraw its latest ad
MUMBAI: Long ago, in 1995, when models Milind Soman and Madhu Sapre went bold to show their seductive side while endorsing a shoe brand, they created a furor. While the advertising fraternity claimed it to be a coming of age ad, almost all the “socially responsible” groups came together to raise their voice against the ad that put everyone associated with it in a sticky situation.
Even after almost two decades the situation doesn’t seem to have changed much. This time the youth brand, Fastrack, which has become popular for its daring stance on youth issues, is at the receiving end. A latest Out-of-Home (OOH) campaign by the fashion and lifestyle brand from the house of Tata’s shows youngsters draped in tape that has “sale” written on it.
The campaign conceptualised by Lowe Lintas was launched in the middle of this month and will be on till mid-February. Ironically, the brand, which till now has been appreciated for its unprecedented take on the social causes, had to take a step back in this case.
Sources from the industry reveal that the campaign has been at the receiving end from certain sections of the society since the time it was launched, some even claiming the ad to be objectifying women. Thus, the brand was compelled to take off the ad.
Lowe Lintas’ NCD Arun Iyer confirmed the news with indiantelevison.com and said that it was a mutual decision taken by both the teams (brand and creative) to take off the advertisement. However, a new campaign will replace it within 24 hours, he informs.
The brand has over eight million likes on Facebook.
Brands
Sealed with a Kiss Nykaa Posts Love at Palladium
Pink pop up at Phoenix Palladium runs 6 to 15 February 2026.
MUMBAI: Love is in the mail and this time it comes with lipstick. This Valentine’s season, Nykaa is swapping checkout counters for letter counters with the launch of its Nykaa Love Post Office, an immersive pop up at Phoenix Palladium Mall. Running from 6 February to 15 February 2026, the activation turns beauty shopping into something closer to a handwritten confession.
Set up opposite Uniqlo and next to PVR, the space trades bills for blush and parcels for poetry. Designed in soft pinks and Nykaa’s signature hues, the booth resembles a whimsical post office where shoppers can pen old school Valentine’s notes and drop them into a statement pink letter box at the centre of the installation.
From there, the brand plays cupid. The handwritten notes are paired with carefully chosen beauty gifts, transforming a routine purchase into a rom com style surprise.
The idea leans into the sentiment that Valentine’s Day is not reserved for couples alone. Visitors can write to a boyfriend or girlfriend, but also to a sibling, a best friend or a mother. A lipstick for your bestie, a glow kit for your partner or a self love treat for yourself all fit within the same pink envelope.
The pop up doubles up as a discovery playground, bringing together brands such as Nykaa Cosmetics, Nykaa Wanderlust, Kay Beauty, Dot and Key, Charlotte Tilbury, Supergoop, Sol De Janeiro, Tom Ford, Mac, e.l.f., YSL Beauty, Clinique, Laneige, Pixi and Wishcare. With heart motifs, dreamy décor and Instagram ready corners, the activation is as much about the picture as the purchase.
To sweeten the deal, Nykaa is offering Valentine’s exclusive Buy More Get More promotions, stacked discounts on existing deals and complimentary gifts on select purchases, nudging shoppers to indulge a little further.
Anchored in the theme This Valentine’s Day, Nykaa delivers love, the Love Post Office blends retail and ritual in a way that feels deliberately nostalgic. In a season dominated by instant messages and last minute deliveries, the brand is betting on the charm of pen, paper and a perfectly chosen beauty box.
For mall goers between 6 and 15 February 2026, the message is simple. Slow down, scribble something sweet and let love be posted the old fashioned way, with a little help from a pink letter box.
