MAM
Govt promotes consumer awareness ads on TV
NEW DELHI: Stepping up its efforts towards consumer awareness, the Department of Consumer Affairs commissioned video spots of 30-second duration on various consumer related issues for telecast through Doordarshan and satellite channels during 2009.
In addition, special programmes were telecast on Lok Sabha TV to highlight the issues relating to consumer awareness. Issues pertaining to rural and remote areas have been given prominence in various advertisement spots.
Video spots produced in regional languages of North Eastern states on various consumer-related issues were telecast through Doordarshan Kendras of North Eastern states to ensure that the message reached out in the local language.
In an innovative move, the department printed messages on railway tickets as well as utility bills such as electricity bills and on railway reservation charts. This publicity was carried not only in Hindi and English languages but almost in all the regional languages so as to reach out to all consumers in their respective languages.
Around 30 major issues were taken up as part of the print advertisements and more than 12,000 insertions were given in the newspapers. Advertisements were released to more than 400 newspapers including national as well as regional dailies through DAVP.
The department in consultation with the Department of Posts has disseminated consumer awareness messages through Meghdoot Post cards to reach far-flung rural areas including North East States. Calendars displaying messages on the various issues relevant to consumers were displayed in the network of more than 1,55,000 post offices throughout the country. Similar initiatives were taken for displaying posters on consumer awareness in the network of more than 25,000 Post Offices in the urban areas.
Apart from the issues that are directly relevant to the role of the department such as ISI, Hallmark, labelling, MRP, weights and measures, a major initiative has been taken wherein issues that have come into focus on account of new emerging areas such as telecom, real estate, credit cards, financial products and pharmaceuticals have been taken through the print advertisement either through joint campaigns with these departments or after joint consultations with these departments.
Publicity was also mounted on various issues of consumer interests such as real estate, education, medicines, banking sector and telecommunications through the outdoor publicity mediums.
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.
