MAM
Warrior’s campaign #KeepTheJoshHigh goes viral
MUMBAI: Leading safety shoe brand Warrior from the house of liberty has successfully garnered ten million views on Facebook and Instagram for its campaign titled #KeepTheJoshHigh. The campaign showcases a series of videos and creative aiming to create awareness and educating the audience on identifying a real Warrior Jungle boot.
Warrior as a brand has been supplying boots to our forces from the past 20 years. The whole idea of the campaign was to strengthen their market position and to increase brand awareness among the target audience. The entire campaign consists of five videos and supporting creative which are educative, multilingual and provide information on how to differentiate between a fake and a real Jungle Boot. The main video centered on army garnered more than five million views and when combined with other videos the views in total touched over ten million.
As the campaign went viral, Liberty Group CEO Adesh Gupta said, “We are proudly serving our forces from the past 20 years. The idea of the campaign was to highlight their sacrifices to the nation and also to educate the target audience on identifying original Jungle Boots offered by Warrior. I am happy to see the success of the campaign and look forward for more.”
The campaign was conceptualized and created by Olive e-business, a Delhi based digital agency. The director Dipin Kapur said “Client provided a very specific brief about targeting a certain audience group. We ideated a series of videos to build connect and reached the target audience set via geo-targeting and bi-lingual approach to reap the maximum benefit of the campaign. The videos are very energetic and leave a powerful impact on its audience. We are happy to see the success of the campaign across social media channels and hope to roll out more of such impactful content in the near future.
https://www.facebook.com/warriorsafetyshoes/videos/687817901677993/
https://www.facebook.com/warriorsafetyshoes/videos/667207977092488/
Brands
Dabur buys minority stake in Ras Beauty for Rs 60 crore
Dabur Ventures deal backs fast-growing luxury skincare brand
MUMBAI: Dabur India Limited has dipped into the world of luxury skincare, signing a definitive agreement to acquire a minority stake in Ras Beauty Private Limited for Rs 60 crore. The investment marks the first bet from Dabur Ventures, the FMCG major’s Rs 500 crore platform set up in October 2025 to back high-potential, new-age direct-to-consumer brands.
Founded in Raipur by Shubhika Jain, her sister Suramya Jain and their mother Sangeeta Jain, Ras Beauty has grown from a family-led passion project into a fast-scaling “Farm-to-Face” skincare label. Its range of face elixirs, serums and moisturisers blends essential oils with nature-derived actives, striking a balance between botanical purity and laboratory precision.
The numbers tell their own story. Ras has clocked a three-year Cagr of around 75 per cent and an annual run rate of approximately Rs 100 crore, all while maintaining strong gross margins. That growth has been fuelled by a digital-first approach, in-house R&D and manufacturing, and a sharp focus on clean, sustainable sourcing.
Dabur India executive director and group head corporate strategy Abhinav Dhall, said the company was drawn to Ras’s distinct positioning at the intersection of nature, science and luxury. He added that the premium beauty segment is poised for robust expansion over the coming decade, and that Ras is well placed to capture that opportunity.
For Ras, the partnership is as much about scale as it is about shared philosophy. Co-founder and CEO Shubhika Jain said Dabur’s 141-year legacy of building trusted, purpose-led brands makes it a natural ally. The capital infusion, she noted, will help accelerate the brand’s omnichannel footprint, deepen research capabilities and invest in team and brand building, with an eye on establishing Ras as a leading Indian luxury skincare name both domestically and overseas.
With this move, Dabur is not just investing in a skincare label. It is placing an early wager on India’s growing appetite for premium, conscious beauty, and signalling that heritage FMCG players are ready to play in the new-age D2C arena.
