MAM
Leo Burnett India to handle creative mandate for Jaquar ‘Artize’
MUMBAI: Jaquar Group, the leader in bath fittings category has appointed Leo Burnett India to handle the creative mandate for Artize, the luxury bath brand from the Jaquar Group. The mandate will be handled by the Leo Burnett Gurugram office.
Artize believes in providing elegant and distinctive bathing solutions where design, technology and talent amalgamate to create masterpieces of impeccable quality that sets new benchmarks in redefining bathrooms. The products under brand Artize are crafted for luxurious bath spaces and they are amongst the world’s most exclusive collection in bath interiors.
“Artize, the luxury bath brand from Jaquar Group is witnessing a metamorphosis. As a team, we are all set to take this brand to the next level of consumer experience. I am very happy to have Leo Burnett as our communication partner in this journey.” – Jaquar Group Director Ranbir Mehra.
“Advertising agency is a crucial link between company and customer. We are glad to have Leo Burnett on board as our communication partner for brand Artize. I am sure industry is all set to see some superlative and out of the box brand ideas for the bathroom industry.” Jaquar Group Global Marcom Head Sandeep Shukla.
Speaking about the appointment, Leo Burnett South Asia managing director India and chief strategy officer Dheeraj Sinha said “Jaquar is a name that is synonymous to its category. We are very excited to partner with them to tell the story of Artize and help the brand connect with a wider audience.”
It is special to partner a home grown legacy brand that has made very strong inroads in the premium and luxury segment. We look forward to working with the team to build on the success of Artize and take it to the next level of growth adds – North President Samir Gangahar.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
