MAM
Nykaa and BookMyShow come together to launch India’s first ever beauty festival ‘Nykaaland’ – the wonder world of beauty
MUMBAI: Hop on board the beauty bandwagon as India’s leading beauty retailer Nykaa and BookMyShow, India’s leading entertainment destination, launch the country’s first ever beauty festival Nykaaland. Thoughtfully curated by the two powerhouses, Nykaaland further widens the out-of-home entertainment ecosystem creating a rich experience in a genre, as yet untouched. The maiden edition of the festival will be hosted in Mumbai, on March 21-22, 2020 at the Member’s Enclosure, Mahalaxmi Racecourse.
Nykaaland will host more than 40 home-grown and international beauty brands, interactive sessions with celebrity beauty trailblazers like Masaba Gupta and master classes with industry experts like Namrata Soni, Sonic Sarwate and Anthony Cole.
Headlining the festival and known by his Instagram moniker MakeupByMario, the makeup maestro who has been the long-time make-up artist for global sensation Kim Kardashian, will host an on-stage makeup demonstration on March 21, giving makeup lovers a chance to catch him at work, receive a participation certificate and exciting beauty goodies. Mario Dedivanovic’s makeup master class sessions have been an attraction for make-up lovers all over the world, and will make a grand India debut at Nykaaland.
Makeup whiz Mario Dedivanovic said, “Indian beauty draws heavily from history and culture, making it one of the most varied and rich definitions of beauty, the world over. I am extremely excited to visit India and look forward to hosting a masterclass for the first time ever at Nykaaland. Masterclasses are my way of connecting with makeup lovers from different parts of the world and my session at Nykaaland will be inspired by the sensibilities and preferences of the iconic land of beauty that India is. I can’t wait to interact with Indian beauty enthusiasts and together, create a magical beauty canvas!”
The beauty festival, which has on-boarded PayPal as the payment partner, will be led by live demos, experiences and the spirit of discovery. Nykaaland has something for everyone across the beauty spectrum and will also host healthy food options, feature instagrammable zones and a host of Indian and international live music entertainment experiences to choose from
Featuring popular brands like M.A.C Cosmetics, Huda Beauty, Kama Ayurveda, Kay Beauty, Innisfree, L'Oréal Paris, Lakmé, Pixi by Petra, Clinique and Simple amongst several others the festival will also have a dedicated ‘discovery zone’ for customers to know more about upcoming brands in the world of beauty.
Falguni Nayar, Founder and CEO, Nykaa said, “Nykaa has been instrumental in shaping the beauty industry in India with our extensive brand selection, omnichannel retail and tech-driven beauty solutions. This unique event gives us yet another opportunity to delight our customers with exceptional beauty experiences and expert interactions. For this flagship property we have found the perfect partner in BookMyShow to be able to create a truly unique festival.”
Albert Almeida, COO – Live Entertainment, BookMyShow said, “The out-of-home entertainment ecosystem in India is a kaleidoscope of growing recreational choices, with users lapping up new and unique experiences like never before. As BookMyShow forays into yet another experiential space with India’s first ever beauty festival ‘Nykaaland’, we are delighted to partner with Nykaa, the pioneers in this category, to expand India’s experiential entertainment horizon. The debut edition of the festival will bring together a highly desirable and curated ensemble of unique events and experiences, giving millions of consumers, access to local and international brands as also artists.”
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
