MAM
The Hype Studio secures PR mandate for Hecta
Mumbai: The Hype Studio, a prominent PR agency recognized for its interactive expertise, is thrilled to announce its recent triumph – securing the PR mandate for Hecta, a pioneering force in repossessed property marketing.
Hecta, leading the charge in the real estate sector, is dedicated to the efficient marketing of repossessed properties from Bank and Financial Institution auctions. The Hype Studio’s exceptional track record and innovative, customised PR strategies positioned them as the ideal choice for Hecta’s PR endeavours.
This collaboration marks a significant milestone for Hecta as they strive to enhance their brand presence and communicate their commitment to providing superior solutions in the repossessed property market. The Hype Studio, known for its human-centric approach to public relations, is deviating from AI-generated content, opting for authentic, human-driven communication to emotionally connect with its target audience.
In a statement, Hecta’s founder Sridhar Samudrala expressed enthusiasm about the partnership, stating, “We believe that The Hype Studio’s expertise in producing compelling content will play a vital role in our mission to reach a wider audience. Their commitment to human-centred communication seamlessly aligns with our values, and we anticipate a rewarding collaboration.”
The Hype Studio has solidified its PR prowess through successful partnerships with esteemed agencies in the past. Recent collaborations have garnered attention, reaffirming The Hype Studio’s status as a formidable player in the PR landscape.
The Hype Studio director Vineet Malhotra remarked, “We are honored to be selected as the PR partner for Hecta. Our team is dedicated to leveraging our experience and creativity to narrate Hecta’s story, encouraging an emotional connection with the audience.”
As The Hype Studio embarks on this exciting journey with Hecta, both organizations are poised for mutual success, committed to crafting powerful narratives that resonate with the community.
MAM
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.
