MAM
Project Worldwide launches ‘Math of Marketing’ IP for India
BANGALORE: Project Worldwide is putting numbers at the heart of creativity with the launch of Math of Marketing, a new strategic intellectual property designed to sharpen how marketing effectiveness is measured in India.
Billed as a long-term pillar rather than a one-off study, Math of Marketing opens with what the company calls India’s largest-ever analysis of marketing ROI. More importantly, it sets out to answer a question that keeps CMOs awake at night: how do you balance quick returns with lasting brand value?
The initiative brings together a brain trust of senior marketers from B2B and B2C sectors to create a shared framework for what “good” really looks like in 2026. Think fewer vanity metrics, more meaningful measures of growth.
“India is at a moment where evidence-led marketing can unlock the next wave of economic momentum,” said Project Worldwide global CEO Chris Meyer. “This IP creates a solid foundation to understand what truly drives brand strength and commercial success in a fast-changing market.”
At its core, Math of Marketing tackles the tug of war between short-term performance and long-term brand building. The framework will track everything from new KPIs that link brand health to revenue, to the growing power of retention, loyalty and customer marketing. It will also keep a close eye on how AI, modern tech stacks and smarter attribution models are reshaping decision-making.
The first major output will be a flagship report titled Math of Marketing: How Modern CMOs Measure What Matters, aimed at giving leaders a clearer language for success.
“As the marketing ecosystem gets more complex, data alone is not enough,” said Project Worldwide India and South Asia chief growth officer Rasheed Sait. “Brands need India-specific blueprints that help them fine-tune media choices, creative impact and long-term investment. That is what this IP is built to deliver.”
In the weeks ahead, Project Worldwide plans to bring the IP to life through industry consultations, roundtables and hands-on workshops, all focused on real-world challenges faced by Indian marketers.
For an industry often accused of chasing clicks over credibility, Math of Marketing is Project Worldwide’s bid to make marketing add up again.
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.
