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Prawaal Upadhyay moves up as sr director of media planning at EssenceMediacom
MUMBAI: Prawaal Upadhyay has recently assumed the role of senior director of media planning at EssenceMediacom India, bringing over 14 years of extensive experience in media strategy and planning.
Upadhyay joined EssenceMediacom in October 2022 as media planning director and was promoted to his current position in October 2024. Prior to this, he held the position of associate director of planning from January 2019 to October 2022 at the company’s Gurugram office.
Before his tenure at EssenceMediacom, Upadhyay served as business group head at GroupM for over three years, following roles as media manager at Zenith and media executive at Lodestar UM.
A marketing professional with a strong academic foundation, Upadhyay completed a postgraduate programme in advertising communication and marketing at EMPI Business School and later pursued a course in digital marketing and strategy at the Indian Institute of Management, Indore.
In his new role, Upadhyay is expected to lead key projects and strategic campaigns.
MAM
Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
