Ad Campaigns
Sugar Cosmetics launches #BoldAndFree campaign featuring Taapsee Pannu
Mumbai: Beauty brand Sugar Cosmetics on Wednesday launched its latest campaign called #BoldAndFree featuring Bollywood actor Taapsee Pannu.
The brand campaign is off to an aggressive start with both simultaneous launches on television, print and OOH. This will be further amplified across various mainstream digital and social media channels, the brand said in a statement.
The OOH campaign will go live Pan India including metro cities and major tier 1 & 2 cities. The TVC will be aired nationwide in eight languages including Hindi, English, Marathi, Bengali, Kannada, Malayalam, Tamil, and Telugu across all prime electronic channels, it added.
The campaign is a celebration of the brand’s philosophy of empowering women to look beyond societal approvals and be comfortable, confident & bold in their own skin.
“We love making beauty fun and constantly aim at creating clutter-breaking personas. When we look at Taapsee, we see someone who is self-made – with the same bold, cheerful and fearless attitude that the brand resonates with,” said Sugar Cosmetics CEO & co-founder Vineeta Singh.
“Working in Bollywood, it is very important to be versatile, to be able to take on any character with ease and Sugar Cosmetics is that versatile hero in the beauty industry,” said Pannu on the association. “Just as I take on various characters in my films, Sugar’s products are designed to take on and suit every Indian skin tone making the wearer look beautiful and confident in her own skin.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
