MAM
Taproot dentsu’s Titus Upputuru launches own company
MUMBAI: After eleven plus years at Taproot dentsu, national creative director Titus Upputuru has moved on to launch his own advertising and films firm – The Titus Upputuru Company. Upputuru was with dentsu since April 2011 and was elevated as national creative director in March this year.
“I have been in this industry for 25 years now. I thought a silver jubilee is perfect time for me to launch this company,” Upputuru said. “Its time now to look ahead and I am so excited about this brand’s new journey. In my career, I have always been interested in the craft of writing, art direction, design, and photography. Over the last decade or so, I have also had the opportunity to direct ad films and short films for brands. I wanted to combine these skill sets and offer the last mile in execution too, because execution is what the audience ultimately sees,” he further said.
Talking about the importance of video content, Upputuru added, “We all know that video sits right on top of the marketing tools that marketers are using today across the world. So, along with brand strategy and static creative solutions across mediums and platforms, we will offer our expertise in video too”.
To announce the entrepreneurial venture, the agency came out with a five-film campaign. The company has released a set of short, intriguing films that aim to establish the identity. Each film begins with the initials TU and goes on to form a different face, that has correlation to the drama occurring in the video and audio.
The 12-second films use illustration, design, music, and drama to bring out the unique identity of the company.
Embed Links to the films:
“We are excited to tell stories using different mediums. The idea is to keep human at the heart of it and manifest empathy. People still choose brands that have a certain quality about them, that profess a certain human belief; brands that move people, that respect them. As a Creative led company, we will wish to partner such brands, while obsessing about craft.”, the founder added.
A two-time gold medalist in English Literature, Upputuru got interested in advertising after he saw a billboard that said, ‘Looking for top 10 writers in India’. After getting selected, he spent 25 years in advertising, film making, brand building and in helping grow businesses, while working with some of the best global networks including Ogilvy & Mather, Publicis, TBWA and Dentsu.
Besides winning the DadaSaheb Phalke Award, Upputuru has won several national and international awards, including The One Show, British Design, the New York Festival, Adfest, Spikes Asia and the Abby’s.
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.
