MAM
India Runs on Valour in Red FM and Army’s Shauryaveer 2025 Event
MUMBAI: They say courage marches on but this time, it’s running. The Indian Army, in partnership with Red FM, is taking patriotism off the parade ground and onto the streets with Shauryaveer 2025 Run for India, a heart-thumping tribute to bravery, fitness, and national unity. Set to flag off on 26 October 2025, the event marks the 79th Shaurya Diwas, commemorating the indomitable spirit of India’s armed forces. But Shauryaveer isn’t just a run, it’s a stride of solidarity, a living reminder that the nation’s real heartbeat lies in the courage of its soldiers and the people who stand beside them.
The Delhi Cantonment will come alive as citizens run shoulder to shoulder with jawans, each kilometre echoing with pride and purpose. The event features four run categories 21 km, 10 km, 5 km, and 3 km, ensuring that everyone, from seasoned athletes to first-time runners, finds their pace in this patriotic marathon.
More than an endurance event, Shauryaveer 2025 channels the essence of the Fit India Movement, transforming fitness into a shared act of tribute. The route may be measured in kilometres, but the emotion that powers it stretches far beyond.
In a country where soldiers embody selflessness, the initiative bridges the gap between uniformed valour and civilian admiration. For many participants, it’s not about crossing the finish line first, it’s about carrying the spirit of unity every step of the way.
Red FM & Magic FM, director and COO Nisha Narayanan captured the campaign’s soul best: “Shauryaveer 2025 Run for India is a powerful tribute to the Indian Army, where every kilometre is a stride of unity, pride, and remembrance. What makes it truly special is the opportunity for citizens to run alongside our Armed Forces, celebrating the values that bind us as one nation.”
She added, “At Red FM, we feel honoured to be associated with this initiative and to carry its message across the length and breadth of the country. I urge everyone to come forward, take part, and show their support for the Indian Army through this remarkable initiative.”
From morning warm-ups to the sound of sneakers pounding the pavement, Shauryaveer promises a morning where discipline meets celebration. It’s where slogans of “Jai Hind” replace finish-line cheers and medals carry the weight of emotion rather than metal.
And while the run honours the military’s unflinching courage, it also celebrates something larger the spirit of togetherness that fuels India’s everyday heroes. It’s a reminder that fitness, much like freedom, thrives when shared.
Behind the event’s beat is Red FM, India’s largest private radio and entertainment network, known for being “hyper-local, hyper-vocal” with its trademark attitude Bajaate Raho! With over two decades of legacy and 663 award-winning campaigns, Red FM has long championed social causes that resonate with the pulse of the nation.
This partnership with the Indian Army takes that spirit a notch higher turning airwaves into avenues for action. From radio promos to digital buzz, Red FM’s footprint ensures the message of Shauryaveer reaches every corner of the country.
Registrations are open on Red FM’s official website and India Running, inviting citizens across age groups and cities to join this marathon of meaning. Whether you run three kilometres or twenty-one, every step becomes a salute, every breath a pledge.
Because in Shauryaveer 2025, it’s not just about running for fitness, it’s about running for India.
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.
