MAM
Western Union signs contract with ESS to sponsor 2 PHL teams
MUMBAI: Western Union Financial Services Inc. today announced a three year contract with ESPN Star Sports to sponsor two Premier Hockey League (PHL) teams of Sher-e-Jalandhar and Chandigarh Dynamos.
The month long PHL kick started on 13 January at the Gachibowli stadium in Hyderabad and has two tiers having five teams each in the first year.
Tier I is called the Premier Division and Tier II being called the First Division. Sher-e-Jallandhar is currently leading in the Premier Division with eight points, while Chandigarh Dynamos are at the top of the First Division unbeaten throughout its five matches with 15 points.
Western Union regional marketing manager (South Asia) Rajiv Garodia said, “Firstly I would like to wish all participants in this league all the very best. It is extremely popular in Punjab and the large number of players from Punjab in the Indian national team bears testimony to this. Through this sponsorship of the Punjab hockey teams, “Western Union Sher-e-Jalandhar” and “Western Union Chandigarh Dynamos” we endeavor to create awareness and encourage the game among the Indians all over the country and lift the profile of the Punjabis in the game to even greater heights.”
ESPN Software India Pvt. Ltd director corporate communications and event management group Himanshu Verma said, “PHL has started on a very exciting note. The hockey being showcased is of the highest level. All foreign players have jelled extremely well with their respective teams and the high scoring exciting matches are bound to attract more crowds to PHL as we go along. Judging from the first year’s response, we are confident that the PHL will become the most awaited event in India’s sports calendar.”
“We welcome Western Union as teams’ sponsor on PHL. Both Shers and Dynamos have been performing very well. By coming on as a sponsor early on, Western Union will hugely benefit from the brand equity created by the two teams. And Western Union’s joint marketing initiatives will certainly help in growing both, the popularity of the teams and the game of hockey,” Verma added.
Sher-e-Jallandhar captain Gagan Ajit Singh said, “I am absolutely delighted on the sponsorship and thank Western Union on behalf of my team for coming forward in helping the game. We play with complete commitment and for the love of the game. If companies come forward and support the game in terms of sponsorship, it works as additional encouragement. Games attracting sponsorship also symbolizes growing popularity for the game and helps a lot in attracting fresh talent to the sport.”
Western Union will also be launching a nation wide marketing campaign to promote the two teams. This will be a multimedia campaign comprising press, television and merchandising. There will be special focus on Punjab where Western Union is present across 2500 locations in over 240 towns.
“It evokes a feeling of belonging and it is indeed a great honor for Western Union to be associated with Punjabi hockey for the first time ever. We are happy and proud to be a connected with Punjab on one more level, through our national game,” added Garodia.
PHL is a result of over three years of hard labour put in by the IHF, ESPN STAR Sports and Leisure Sports Management (LSM). ESPN STAR Sports has been entrusted with the key role of marketing, producing and broadcasting PHL for the next ten years.
PHL will offer total prize money of Rs 7.1 million. The winner of the Tier I will take home Rs 3 million, while the runners up will carry Rs 1 million. The winner of Tier II will get Rs 400,000 while the runner up will receive Rs 250,000.
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.
