MAM
MSN, Unicast ally to provide rich media advertising options
REDMOND : Microsoft has announced an alliance with Unicast Communications, a leading provider of online advertising solutions, leveraging its support for Unicast’s Online Format Suite on the portal MSN. As an extension of the rich media vendor offerings on MSN, which started with Eyeblaster Inc. and PointRoll in September, the alliance solidifies the commitment MSN has made to providing advertisers with a wide and varied selection of advertising options.
An official release stated that the alliance combines the most-sought-after audience with a leading provider of standardised online ad formats.
Advertisers and advertising agencies now can place any of the rich media ads within Unicast’s Online Format Suite on the high-traffic channels of MSN, capturing consumers’ attention with integrated and consistent messaging across all their online and offline advertising initiatives.
MSN’s global acceptance of Unicast’s In-Between-Page ads (SUPERSTITIAL transitional ads), Over-Page units (TopLayer floating ads) and In-Page units (banners, skyscrapers and IMU units) also coincides with the rollout of rich media services in 34 international MSN markets.
MSN claims to have made a commitment to offer advertisers an unbeatable selection of rich media services and third-party vendors. The company says that its relationship with Unicast adds credence to that goal by offering advertisers a highly engaged audience of 300 million unique users worldwide as well as a more diverse variety of advertising options.
The release also stated that MSN differentiates itself from other Web portals by providing more control over the rich media advertising environment and its experience. Rather than relying solely on individual vendors to control the frequency of rich media ads, MSN used proprietary, network-focused technology to regulate ad frequency. This control mechanism helped to protect the consumer experience, prevent overexposure of an advertiser’s brand, and multiple rich media ad experiences from appearing simultaneously while consumers are on the MSN network.
The alliance will allow advertisers to use their offline assets, including television commercials, to create In-Between-Page ads that anchor their online campaigns, then extend those messages in Over-Page and In-Page units to achieve overall consistency and message reinforcement. This single-source solution is designed to eliminate the duplicating and time-consuming process of multiple negotiations and make online advertising a more efficient medium to operate.
The international adoption of rich media services on MSN began in November and is scheduled to conclude by the middle of December. Once the rollout to all countries and subsidiaries is complete, advertisers will be able to run dynamic rich media ads essentially anywhere in the world where MSN is available.
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.
