MAM
Taproot creates Set Wet’s new ‘Envy’ campaign
Mumbai: Marico‘s Set Wet has launched a new advertising campaign created by Taproot India.
Taking a ‘slice of life‘ from the young consumers, the new ‘Envy‘ campaign seeks to breathe freshness in the category by taking a new look at the changing dynamics in the mating game.
Unlike, other campaigns which focus on the impact the Set Wet guy has on girls, the new campaign focuses on the impact the brand has on the boyfriend of the women charmed by the Set Wet Guy. The insight here being that relationships today are becoming increasingly ephemeral and guys are more insecure now than ever before, the company said.
Marico EVP and head marketing-Consumer Product Business Sameer Satpathy said, “Ads piggybacking on attracting the opposite sex often look similar. The challenge was to make it stand out, and music being the best connect, it has been used in a manner that makes it colloquial and yet cool.”
Taproot co-founder Agnello Dias added, “Set Wet was obviously a very robust brand when it came to us and there are quite clear drivers that rule the category. We felt it would be interesting to shift the needle from the tried and trusted Girl‘s-will-lust-for-man-using-brand X to a slightly quirkier space. So the whole thought of layering jealousy over attraction came about. Because when girls love you it‘s natural that their men will not like you too much.”
Additionally, given that ‘music‘ is in the DNA of the youth today, the campaign seeks to leverage the same with an international mix number composed by Sameer Uddin.
The media agency working on the account is Madison Media.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
