MAM
Tupperware associates with Salman’s Bodyguard for brand promotion
NEW DELHI: Tupperware India has teamed up with the Salman Khan-Kareena Kapoor starrer ‘Bodyguard’ and will promote a 30-second co-branded TVC showcasing Tupperware’s product lineage with the scenes from the movie across channels.
Tupperware will also showcase its products in the movie along with brand placements in some parts of movie.
Tupperware India marketing head Anshu Bagai said, “Tupperware’s association with the film ‘Bodyguard’ is a unique way of spreading brand awareness as the film directly appeals to our customers. We have always received good response from our consumers and consultants after associating with bollywood movies and hence, we always look forward for co-promotion with select movies to reach out to our potential consumers. Tupperware products safeguard the freshness and hygiene of the meals like a bodyguard making you healthier. We are confident that this promotional deal will strengthen Tupperware’s brand visibility as a brand for all.”
Tupperware had earlier associated with films like ‘Billu’ and ‘London Dreams’ for co-promotion of the brand. Last year, Tupperware also associated with movies like ‘Golmal 3’ and ‘We Are Family’ for product and brand placements in the movie.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
