Brands
Sole Searching as Kriti Sanon Steps Up in Campus’ You Go Girl! Drive
MUMBAI: Who needs a red carpet when you can strut through stereotypes and crush them in style? Campus Activewear is back with the second edition of its unapologetically bold “You Go, Girl!” campaign this time with Kriti Sanon leading the charge and proving that walking your own path never goes out of fashion.
After a hit first chapter that nudged women to own their sense of style, the latest edition of You Go, Girl! dives deeper. It’s no longer about what you wear, it’s about how you move through the world. The campaign celebrates freedom from labels and the quiet confidence of simply being yourself not who the world tells you to be.
The campaign film, led by National Award-winning actor Kriti Sanon, captures a universal moment every woman knows too well that invisible tug of being defined by others. Kriti enters a bright, airy lobby only to be surrounded by a storm of floating labels: Too ambitious. Too bold. Opinionated. Drama Queen.
But rather than breaking stride, she breaks barriers. Every step she takes in her oh-so-stylish Campus shoes bursts the stereotypes trying to hold her back. When she finally strides through with a smile and says, “Damn good shoes, yaar!”, the line lands with playful defiance. It’s cheeky, it’s confident, and it’s utterly real.
The film closes with Campus’ empowering call to action “They’ll always have something to say. You Go, Girl. Move Your Way.” It’s not a slogan; it’s a mindset.
At the heart of the campaign lies Campus’ belief that authenticity is the new power move. Speaking about the initiative, Campus Activewear Ltd. CEO and whole time director Nikhil Aggarwal said, “You Go, Girl! celebrates women who move through life on their own terms, unbothered by labels and defined by their choices. That sense of self-belief not only inspired the campaign but also lies at the heart of Campus.”
He added that the brand’s ideology, Move Your Way, mirrors the same conviction that every step taken with confidence counts. “This campaign encourages women to take the most powerful stride, the one that feels like their own,” Aggarwal said.
For Kriti Sanon, the campaign hit close to home. “Every woman has been told who she should be, how to act, how to look, how far to go,” she said. “‘You Go, Girl!’ resonated with me because it reflects my journey of rising above judgments, but also the everyday reality of so many women who do the same.”
Her message? Walk tall, walk free, and don’t let the noise define your steps. “It’s about owning your choices and moving with confidence, no matter what labels come your way,” she added. “Campus has always stood for individuality and authenticity, and that’s what makes this collaboration special. Together we’re sending out a message that goes beyond fashion, one that celebrates confident self-expression.”
Behind the campaign’s cinematic flair is Wondrlab, chief creative officer and managing partner Hemant Shringy who shaped the concept with refreshing simplicity. “Labels are meant to define until you stop listening to them,” Shringy explained. “We wanted to show that truth in a light and real way. Kriti moves through those stereotypes effortlessly, proving that confidence isn’t about proving anything, it’s about knowing who you are and moving your way.”
It’s this blend of relatability and rebellion that makes You Go, Girl! stand out, it doesn’t preach; it performs.
The campaign is being rolled out through a 360-degree amplification across television, print, digital, outdoor, and retail touchpoints ensuring the message walks straight into every corner of the country. From billboards to Instagram reels, Campus is taking its philosophy of movement without limits quite literally.
And if the brand’s earlier campaigns are anything to go by, You Go, Girl! will find its stride with both young urban consumers and small-town dreamers who see movement as a metaphor for freedom.
In a world where women are still asked to fit neatly into boxes, Campus’ latest campaign doesn’t just untie the laces, it kicks the box away. With Kriti Sanon at the helm, You Go, Girl! becomes more than a catchy tagline, it’s a rallying cry for confidence, self-expression, and a little sass.
After all, as Kriti proves with every step the best way to silence the labels is to walk right past them.
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.
