MAM
“Swag is permanent” says Pepsi® to college-goers”
MUMBAI: Temperatures are on the rise across North and South Campus as the cutoffs for this year’s academic session are set to be declared.
With over 3 lacs registrations for 62,000 seats across 90 colleges in Delhi University alone, 18 year olds across the country experience a range of emotions as they wait for the cut offs to be announced.
With this in mind, beverage brand Pepsi® is urging college-goers to add a new word to the dictionary this admission season – SWAG. The brand will become a part of their lives with a single, empowering philosophy – CUT OFF IS TEMPORARY AND SWAG IS PERMANENT.
Pepsi has introduced a series of engaging new creatives across digital and on ground, which bring alive this philosophy and reinstate the brand’s proposition of ‘Har Ghoont Mein Swag’.
Talking about the activity, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India said, “Every year in India, the most important life event for an 18 year old is college admissions and students across the country are waiting with bated breath the cut-off announcement to see whether they will get the course and college of their choice. Intense competition only adds to the situation. As a brand¸ PEPSI® has always resonated with the voice of today’s generation and we understand that the ongoing admissions season is something that the youth are heavily invested in. At the same time, we want them to know that marks and admissions are only one part of life. If one follows their passion, and puts in their best towards something, they are bound to be successful. With the ‘Har Ghoont Mein Swag’ campaign, PEPSI® will be a part of this important life event of the youth and will enable them to spread their wings by reiterating the empowering message that ‘Cut Off Is Temporary and Swag is Permanent.”
Bollywood’s favorite star of the new generation, Tiger Shroff, and superstar rapper Badshah have also joined the brand as it asks students to follow their passion and let their SWAG do the talking.
Sharing his memories, Tiger Shroff said, “It doesn’t matter what one chooses to do, as long as you give it your 100%. I dropped out of college because I wanted to follow my passion for martial arts and acting. I knew that it was the one thing I was ready to give my 100% to. It took years of hard work to get to where I am today, but it seemed easy all through the way because I was doing what I loved.
I only have one message for all those college aspirants who are eagerly waiting for the cutoffs to be announced – believe in yourself and your passion, carry yourself with swag and success will follow. Don’t let a number write off your dreams!”
Badshah said, “I was an all-rounder at school and loved studying through college as well. In fact, not many people know but I have worked as a civil engineer in the past. But throughout my life there was only one thing that gave me pure joy, and that was music. A lot of people questioned my choices when I wanted to pursue it as a career, but I knew that my passion combined with hard work would take me far. I’m glad I could prove that following your passion can take one places. It’s all about believing in yourself and carrying yourself with ‘swag’. To all the kids who await the cut offs, dream big, be your confident self, work hard and make your dreams come true.”
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.
