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Star Movies in marketing drive for the Oscar Awards telecast
MUMBAI: Star Movies, which will air the Oscar Awards on 27 February live at 6 am with a repeat at 8 pm, has lined up a variety of initiatives to push the event and create buzz in the market. One of the things it is has done is create a digital app.
Oscars Charades has been designed on the lines of the popular game Dumb Charades, where the user can interact with the banner and guess the movies. The application is the first of a kind and is available on the channel‘s Facebook page.
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The broadcaster is also focussing on engagement and entertainment for all Oscar and its fans through the social media platforms such as Facebook and Twitter.
The Oscar marketing campaign had kick-started by the channel showing a review show on the nominations with Rajeev Masand, Anurag Kashyap, Rohan Sippy and Ranvir Shorey, providing analytic insight on the Oscar nominated movies.
The channel then looked to build up the hype and excitement through a month-long movie festival featuring Oscar winning movies – ‘Oscar Fever’ from Monday to Friday at 11 pm.
The channel had also conducted a Predict and Win contest, the winners of which will be given an opportunity to watch next year‘s Oscars Live in LA from the bleacher seats.
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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.
