Brands
Unilever and Cannes Lions partner to search 50 marketing tech start-ups
MUMBAI: Unilever Foundry and Lions Innovation have partnered to launch “Foundry 50 at Cannes” – a search for the world’s top 50 marketing technology startups that are innovating to help brands better connect, engage and relate with people.
The Foundry 50 will be chosen by a panel of experts, including Founders Forum serial entrepreneur and co-founder Brent Hoberman, start up accelerator Collider co-founder Rose Lewis, Lions Innovation head Rob Dembitz, Karmarama group executive and creative director Caitlin Ryan, Unilever Ventures head Olivier Garel and Unilever senior VP global marketing Marc Mathieu.
Each winning startup will receive a ticket, including accommodation, to the inaugural Lions Innovation – a unique, new two-day event that brings together the worlds of data, technology and ideas during the 62nd annual Cannes Lions International Festival of Creativity.
At the event, to be held on 25 – 26 June, startups will have the unique opportunity to speed-date with industry leaders, pitch on the Unilever demo platform and introductions to organisations attending Cannes Lions Innovation.
“Through working collectively with startups, we can supercharge the transformation of our industry, and that’s good for consumers, for brands and for entrepreneurs. By partnering with Lions Innovation, a fellow leader in fostering innovation in the creative space, we’re raising the profile of these startups amongst industry leaders with the ambition of catalysing new partnerships,” said Mathieu.
“The Festival was created because of the incredible alchemy that happens when innovative tech is partnered with the right brand and the right idea, and Foundry 50 is dedicated to kick-starting those kinds of relationships – ones that we believe will be instrumental to the future of the industry,” said Cannes Lions CEO Philip Thomas.
To be chosen for the Global Top 50, startups need to meet the following criteria:
1) Be innovative and truly disruptive, clearly differentiated from competitors already in the market
2) Be relevant and interesting to the Brand & Marketing industry
3) Incorporation within the last five years
4) Raised less than $ 10 million in equity funding.
Startups can apply from 31 March at foundry.unilever.com/top50. Entries will close at 23:59 GMT, 30 April, 2015. The final Foundry 50 will be revealed on 25 May, 2015.
Unilever Foundry is Unilever’s global platform for innovation through collaboration. It provides a single entry point for startups and scaleups to connect with its 400 brands and champions their role in the industry. Its unique Pitch-Pilot-Partner approach dramatically cuts the time it takes to get a new initiative to market, with the average project going from brief to pilot in nine months.
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.
