MAM
Virtue Worldwide and The Revolver Club collaborate to revolutionise vinyl record collecting
Mumbai: In a world where global vinyl sales have been steadily on the rise over the last decade, Revolver Club, India’s leading online vinyl record store, has been at the forefront of this musical revolution. Revolver Club has partnered with Virtue Worldwide, the agency powered by VICE known for their innovative and impactful work, to address a unique challenge faced by vinyl enthusiasts. With an average price of Rs 5,000 and vintage records often reaching Rs 20,000, vinyl lovers have long since struggled to justify these costs to their partners.
In response to this challenge, The Revolver Club is introducing an ingenious solution through their new initiative, “Stick it to the Man.” This initiative comes in the form of an exclusively designed sticker book filled with fake prices and stylish sales stickers. These stickers are intended to help vinyl lovers mislead their friends and families by applying them to their record collections, concealing the actual cost of their purchases. With over 200 carefully designed stickers in this book, each crafted by audiophiles, vinyl enthusiasts can now enjoy their passion without causing any raised eyebrows.
The Revolver Club founder Jude De Souza, believes that “Stick it to the Man” is not just a clever solution to a common problem but a way to give back to the vinyl community. De Souza stated, “Our goal has always been to make vinyl records more accessible and enjoyable for everyone. With this initiative, we’re not just addressing the concern; we’re also providing a pathway for music lovers to expand their vinyl collections and deepen their love for music.”
Virtue Worldwide creative head APAC Hayden Scott expressed his enthusiasm for the project, stating, “At Virtue Worldwide, we love projects that challenge the status quo and provide solutions to real-life dilemmas. ‘Stick it to the Man’ is a fun and engaging way to tackle the issue of explaining the cost of buying records to loved ones who may not always be as enthusiastic about your hobby as you. As avid record collectors ourselves, we are excited to have created something that can help and eventually add back to the growing vinyl subculture in India.”
The promotional video, created by Virtue Worldwide showcases the humour and creativity behind this unique initiative, highlighting how it can make collecting vinyl records an even more enjoyable experience.
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.
