MAM
“Intolerance is a politicized term which suits everyone including media, ratings, etc”: Shobhaa De
GOA: “India is hugely tolerant. Tolerance and intolerance are very loaded words. India is highly tolerant because we tolerate dirt and tolerant corruption. We are fine about rapes, violence against men, women and children, cold blooded daylight murders, etc. We all consider holy frauds, God frauds, women in saffron, women not in saffron, all of them perpetuating hate in the country.”
Coming from an established writer, columnist, opinion shaper and social commentator Shobhaa De at the first session of Day 2 at Goafest, the words were no surprise.
And reiterating this, the person who is considered an authority on popular culture spoke about being outspoken in an intolerant world.
She said the young persons in the country carry messages strongly and will do what they think is correct. “We have forgotten defining moments. I think India has some short memory issues”.
“Intolerance is a politicized term which suits everyone including media, ratings, etc”. De noted that every person should look ahead of things in his or her own way rather than voicing anyone else’s opinion.
In a room full of stalwarts from media, advertising and marketing industry, she praised ad agencies and termed them as ‘game changers’ for positioning women as well as the nation in a totally different way.
De spoke about how ads can go wrong at times with their content. She mentioned about a famous fairness cream and how she opposes the entire idea behind that ad though she appreciates the ad campaign.
In today’s world, we come across many people who speak their mind out without worrying about the end result. But she referred to how being outspoken gets people in a lot of trouble because challenging a point of view that is not in consonance with theirs is bad. She condemned India’s ‘seemingly’ favourite line for young girls ‘adjust kar le beta’.
De boldly spoke of how accommodating views that are perpetrating and are intrinsically ugly are wrong. “Noone should ever adjust to justice. A person should confront the unfair event, speak up about it, may be intervene and help. Being outspoken is not a bad thing. It requires moral courage. As a citizen of this democracy, you should exercise this or else you will be dead; intellectually, morally and physically”.
When asked whether intolerance is a new phenomena or a social media driving awareness, she pointed out that it is not a new phenomena which the generation has invented. De mentioned referred to the positives and negatives of social media and explained how a message can be misinterpreted because of the language used.
“I tweet and therefore I am. If you don’t tweet you are not there. You can’t say that I will shut these platforms. You have to deal with them.”
Asked about the importance of free speech, De said: “It is not as terrible as the media wants it to be. We live in an augmented, opinionated, volatile and articulated country. But nothing can keep us down. Free speech is ingrained in every Indian and the advertising community is brilliant in capturing the zeitgeist. “
She also referred ti her own observation about how there is a tremendous change in portrayal of women and senior citizens in ads. “The senior citizens are no longer ‘becharas’; housewives have found a voice. These are subliminal messages, but they go a long way in influencing mindsets.”
On gender neutrality, she said society is structured and is weighed against women.
With no regrets, De related how her journey has been and always anticipates what would wait for her at the end. “My life is like a river finding its own coast. Not knowing what is at the end always drives me further”, she said..
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.
