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Makani Creatives’ 360-degree campaign helps Netsurf to launch ‘Rang Dé’
MUMBAI: Netsurf ropes in Makani Creatives as a creative partner for 360-degree outreach campaign, including print and digital to launch their home-grown, natural cosmetic brand ‘Rang Dé’,
Netsurf, India’s direct selling company with a customer base of over 2.5 million, has come up with a new product — Rang Dé, which represents Indian shades for makeup to embrace eternal beauty.
Makani Creatives, known for its cutting-edge work on some of the biggest brands in India, will be handling the overall digital aspects from social media to digital media outreach for Rang Dé.
The campaign focuses on the women of today, in an elegantly orchestrated single-take brand film conceptualized by the agency and choreographed by the eminent choreographer duo, Uma-Gaiti.
Netsurf Communications Pvt Ltd chief executive officer and managing director Sujit Jain said: “The primary objective was to position Rang Dé as a contemporary, young, vibrant & exotically Indian brand. To create a fun, unconventional make-up routine that resonates with the women of today”.
He further added, we were really excited to hear the concept; the entire collaboration between choreographers, Uma-Gaiti and Makani Creatives Pvt Ltd really helped us achieve more than what we expected out of the campaign film.
The campaign film made its first appearance at the Filmfare Glamour & Style Awards, and is visible across all major digital platforms such as YouTube, Instagram and Facebook.
Meanwhile, Makani Creatives creative director Sachin Padave said: "The idea was to position Rang Dé as a brand that helps you embrace yourself, without letting go of the fact that we're talking about different individuals, their different skin tones, beliefs, tastes and individualistic sense of fashion.”
The campaign visuals portray multiple models with different skin tones, reflecting the different Indian ethnicities, and the fact that Rang Dé – with its organic range of products – can cater to any skin tone or skin type, a press statement said.
The choreographer-duo Uma-Gaiti, who seamless helped making this film said, “We’ve directed a number of films and videos, but a one-take campaign for a beauty brand was a first for us. We were excited from the moment we heard about this project.”
According to them, the share of limitations, they had, was with lights, camera, casting, choreography and etc. however, they believe limitations open doors to new ideas along with Makani Creatives we managed to pull off the ad campaign film beautifully.
Rang Dé strives to bring out the best in every individual, imparting confidence to take on the world. Being herbal in nature with organic pigments escalates this exclusive range to offer countless benefits and kindness to your skin.
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
