Ad Campaigns
MyGlamm launches ‘Super Serum’ face makeup range with Shraddha Kapoor
Mumbai: Online D2C beauty brand MyGlamm announced the launch of its first-ever serum-infused makeup range—the Super Serum for multifaceted ‘Super Women.’ The range has come alive in an exciting manner, with a new-age modern format TVC featuring brand ambassador and investor Shraddha Kapoor, who highlights the ‘super’ features of the range. Highlighting ingredients such as hyaluronic acid, the products in the new range marry the best of makeup and skin-friendly serums.
The vegan and cruelty-free Super Serum face makeup range comprises a BB cream, a compact, a concealer, and a foundation. Each product comes with the power of hyaluronic acid, which holds 1000X its weight in water, to retain skin moisture, add bounce, and suppleness, along with antioxidants that protect the skin from damage. Packed in a bold and beautiful gold—the brand colour—the Super Serum face makeup range is one for keeping.
The TVC has been conceptualised by Publicis Worldwide and directed by Sohini Dasgupta and Shachi Malhotra. It features a catchy jingle that calls out to all the superwomen of today who always slay but need to break up with their old makeup and go for the gold to look glammy all day.
Talking about the launch, The Good Glamm Group CEO of beauty and FMCG brands Sukhleen Aneja said, “We’re elated to announce the launch of our first-ever serum-infused face makeup range with a TVC featuring our brand ambassador, Shraddha Kapoor. The TVC has been conceptualised to highlight the needs of the superwomen of today, who are always on the go but need to break up with their old makeup and opt for a multifaceted product that gives them the best of both worlds—makeup infused with skin benefits. Additionally, the range is designed to keep your skin hydrated and comfortable through the day.”
“The Super Serum face makeup range brings together the best that makeup and skincare have to offer. A balanced approach to your everyday makeup routine is a must-have for modern women. I loved working on the TVC; it is a fun way to engage with women who like to feel and look glamorous,” Kapoor commented.
Publicis ECD and head of art Shitu Patil added, “The TVC starring Shraddha Kapoor highlights the concept of how the MyGlamm Super Serum face makeup range is multifaceted, just like the superwomen of today who take on many roles in their lives with ease. It draws on the theme of #SuperMakeupForSuperYou and accentuates how these superwomen can look glam all day with this new serum-infused range.”
The TVC was launched with Bigg Boss and went live on MyGlamm’s social channels—YouTube and Instagram—on 19 December 2022. It will be further amplified across digital and mainline media.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
