Mumbai: Mountain Dew breaks record on Moj with its ‘Conquer with Courage’ campaign attracting over 10 billion views and over 500 million in-app engagements – the highest ever the platform has seen to date.
As part of the initiative, Mountain Dew partnered with Moj, India’s short video app, for its ‘Conquer with Courage’ campaign, which promotes the brand’s legendary #DarrKeAageJeetHai philosophy. During the 50-day campaign, more than 200 popular Moj creators were featured, resulting in the hashtag receiving the highest user participation ever recorded.
Mountain Dew has been synonymous with courage, resilience, and inspiration. The company’s most recent campaign, ‘Conquer with Courage’, honors the common people who overcame obstacles in life with perseverance and grit. In collaboration with Moj, the #DarrKeAageJeetHai campaign generated millions of user entries, and the specially created filter featuring Hrithik Roshan along with Mountain Dew’s famous tagline saw record engagement, making it one of the largest brand campaigns on the platform.
Moj creators Sakshi, Pratyush Mahima, Ann Sindhu, Vivek Keshari, Sohail, among others, amped up the engagement and boosted user-generated content encouraging users to participate and share their stories.
Commenting on the campaign’s success, ShareChat & Moj Chief Revenue Officer Udit Sharma said, “Moj is today one of the most preferred short video destinations for brands to connect with their target audience across India creatively. Mountain Dew has long been associated with ‘Conquer with Courage’ philosophy, and with this partnership, the Moj community could give their creative rendition to the brand’s message. We want to foster an environment where advertisers can organically connect with creators who can become brand advocates. The response to this campaign with over 10B views proves its success.”
PepsiCo India category director Mountain Dew Vineet Sharma said, “We are very happy that Mountain Dew’s ‘Conquer with Courage’ campaign, which celebrates moments of courage in people’s daily lives has received a phenomenal response. We partnered with Moj, to give our consumers a personalised experience and a chance to connect with Hrithik by leveraging the power of technology. We have received unprecedented engagement on the platform, bringing alive the #DarKeAageJeetHai message in a very personal way for the youth.”
Mumbai: Since time immemorial, many have believed that quick showers are for men and long indulgent showers are for women. Fun Fact! Men like showers that allow them time to take a pause, recharge, reflect and just enjoy while they soap up. Fiama Men’s shower survey reiterates this fact; contrary to popular belief, it reveals 75 per cent of young men enjoy showers as much and explore ways to elevate the ambient experience, be it with a specially curated shower playlist, speakers, or a fresh, indulgent product. Fiama Men, is one of the first brands to acknowledge this shower truth and relay the same with one of India’s most promising young talents, Shubman Gill, as the ambassador.
Joy of bathing is at the core of ITC Fiama’s brand design. Through its assortment of wash products, Fiama leverages its strengths in research and development to design a mood uplifting portfolio. Fiama Men is designed on the same ethos continuously evolving to meet emerging needs of young India. Fiama Men’s most recent personal wash launch of the charcoal & grapefruit gel bar and shower gel brings to bear this continuous endeavour to delight the consumer with the best.
Conceptualised by Brand David and produced by Caffeine Films LLP, director Aarti Desai helps Fiama Men break the myth of showers being a chore. With the shower ambassador, Shubman Gill, Fiama Men portrays the everyday fun shower routine that many young men are increasingly adopting. In a rhythmic visual narrative set on a chartbuster Bollywood song, the film presents a foot-tapping experience. Be it a hectic lifestyle, intense work pressure or everyday stress, a shower is the first step to start afresh or unwind. Making it fun just helps better to disengage from the cacophony of life and relax. The new Fiama Men charcoal & grapefruit gel bar and shower gel with its refreshing skin feel adds to this new age shower experience.
ITC Ltd personal care products business divisional chief executive Sameer Satpathy stated, “Looking and feeling good both are at the core of grooming today. Every individual has a different perspective, be it the choice of grooming products or their shower preferences. Fiama Men is at the forefront of this new wave of grooming and feeling good that truly begins in the shower. The new charcoal & grapefruit gel bathing bar and shower gel, designed to elevate the everyday bathing experience, taps into the shower mood of young men. Fiama Men with Shubman Gill as the new shower ambassador is set to enrich grooming experiences.”
The Fiama Men shower survey also reveals that more than 65 per cent of young men consider bluetooth speakers and a curated playlist as perfect partners for a great showering experience. In addition, the survey states that more than 60 per cent of men not only have a fixed showering routine but also enjoy upbeat music while taking a shower.
Excited about this new partnership, one of India’s emerging young cricketing talents, Shubman Gill said, “Routines and rituals are part of everyday life. Mine is all about hard work, perseverance and performance but I also ensure taking time out for myself to rejuvenate and refresh. A refreshing, indulgent shower is my way of chilling – Mood playlists, grooving to the beats and just chilling under a shower! Nothing refreshes truly like Mazze ki freshness and I am really glad that a brand like Fiama Men acknowledges this need of a shower experience to start afresh or just unwind.”
Commenting on the campaign, creative director Aarti Desai added, “The category for Men’s soap can be pretty clinical and vanilla. We wanted to create a mood of freshness with a whole lot of fun added to it and to see Shubman Gill having a blast in the shower.”
Mumbai: BUILD., a leading Indian sports nutrition brand, has partnered with PROWL, the active lifestyle brand by Tiger Shroff, to introduce a range of high-quality sports nutrition supplements designed to support active individuals in achieving their fitness goals.
The new BUILD. PROWL Elite Series introduces six new products in unique flavours like fresh brew coffee, delicious chocolate, watermelon, orange, raspberry, kiwi, etc. for the consumers –
1. HydroActive ISO 8
2. Lean Muscle Enhancer
3. Pro Shredder
4. Pre-Game Pro
5. Liquid L-Carnitine Pure Burn 3K
6. EAA Rapid 9
Tiger Shroff made the initial announcement on his Instagram profile, sharing an experience video, and speaking about the collaboration. In the video, he speaks about his passion for fitness and how his association with BUILD. helps him stay aligned with his fitness regime. Going forward he highlights how the HydroActive ISO 8 is specially designed to aid improved digestion that makes one feel light and energetic with amazing flavours. He gives a message that as humans, movement is essential for a healthy lifestyle, both physically and mentally and that we should keep moving in our own ways.
BUILD CEO Soumava Sengupta said, “We’re thrilled to team up with PROWL to launch this range of products under BUILD. As a brand, we are committed to helping people lead a healthy and active lifestyle, and this collaboration allows us to reach even more fitness enthusiasts with our products. Our supplements are designed to provide the necessary nutrients to fuel the body during intense workouts, and with Tiger Shroff’s passion for fitness, we’re confident that this collaboration will be a game-changer in the sports nutrition market.”
The BUILD. PROWL range is a testament to the shared passion for fitness and commitment to helping individuals achieve their fitness goals. Created by a team of expert nutritionists and fitness professionals, the range includes pre-workout, post-workout, recovery formulas, mass gainers, as well as whey protein and amino acid supplements. Each product is formulated with premium quality ingredients that are scientifically proven to enhance athletic performance and support muscle growth and recovery. The video is live on BUILD.’s social media platforms, including YouTube and Tiger Shroff’s Instagram.
Tiger Shroff said, “I’m thrilled to be working with BUILD. to bring high-quality sports supplements to the Indian market. As someone who takes fitness seriously, I understand the importance of proper nutrition, and with our combined passion and expertise, I believe we can inspire a new movement in fitness in India and empower individuals to live a fit and healthy lifestyle.”
The BUILD. PROWL range is available in over 500 specialty sports nutrition stores, its website www.buildyourgoals.com, top gyms, and leading e-commerce platforms like Amazon. The BUILD. PROWL Elite and Advanced Series come in a variety of flavours and are made available to customers for a price starting at Rs 2,999.
Mumbai: Taneira, the ethnic wear brand from the House of Tata, has launched its Summer Wedding ’23 campaign. Featuring actress Mrunal Thakur, the brand has unveiled a TVC to launch it’s Lightweight Celebration Sarees for the wedding season, amidst the rising tempratures.
Weaving a beautiful story around ‘Shaadi toh jaise ek beautiful si saree hai’, the TVC masterfully showcases the six yards as an embodiment of the essence of current Indian weddings. Much like Indian Weddings, the saree as a garment has been imagined and reimagined time and time again, to find relevance in the ever evolving socio-cultural fabric of our society, both blending timeless traditions with contemporary connotations; representative of a confluence of culture, creativity and community.
Designed to speak with the women of today, the film showcases a bride revelling in the joyous festivities of her wedding, swirling, dancing and prancing, making the most of the precious occasion today while creating priceless memories for tomorrow without having to bother about the weight or work on her saree. The film ingeniously portrays the Summer Wedding saree as an ensemble that exquisitely caters to every member of the bride and groom’s family, spanning across generations of women.
Sharing her thoughts on this campaign, Taneira general manager Shalini Gupta said, “The campaign is a creative exemplification of the parallels between sarees and weddings. Weddings Like sarees, have undergone a remarkable transformation and today, harmoniously synchronise age-old traditions and new age creativity, to present a version whose appeal transcends generations, and occasions. And through this campaign, we are delighted to welcome Mrunal Thakur into the Taneira family.”
Talking about the range, she further added, “Taneira’s Summer Wedding ’23 line has masterfully crafted sarees that are not only light and breezy but also versatile enough to transition seamlessly across all wedding functions perfectly suited for the summer. Brides and wedding guests also strive to blend fashion and style with practicality and comfort, creating a unique statement with their choices, bridging the gap between the conventional and the contemporary.”
Speaking about the campaign and this association, Thakur said, “As someone who loves the saree and using every opportunity to adorn one, I am delighted to be associated with Taneira. It is a brand that not only brings the best of Indian sarees under one roof but also is adding to the grammar of the saree language, like this current campaign.”
Ogilvy CCO Puneet Kapoor said, “’Shaadi toh jaise ek beautiful si saree hai’ is an impeccable juxtaposition of a saree to a wedding, both playing an indelible part in creating everlasting memories. For us, the creative idea perfectly captured the essence of the saree and the Indian wedding. It is a celebration of tradition, creativity, and innovation, where old meets new and cultures blend seamlessly to create something truly beautiful. And what better contemporary brand to own this than Taneira.”
Mumbai: DRiefcase, India’s first Ayushman Bharat Digital Mission (ABDM) enabled health locker and PHR app, is proud to launch their latest campaign, the “Indian Paperless League” (IPL). The IPL aims to raise awareness about the importance of digitising medical records and simplifying healthcare for people by providing them with a bright, safe, and secure platform for digitally managing health records. The campaign promises to be engaging and interactive, featuring various daily activities that include fun quizzes, informative videos from medical professionals, and industry experts sharing their valuable insights on the importance of health record digitisation. An immersive and dynamic campaign like this will captivate and educate audiences, ensuring widespread adoption and awareness of this essential technology.
DRiefcase co-founder Harsh Parikh said, “Our vision is to make access to digital health easy for all, and with the Indian Paperless League, we are using cricket to take our message to the masses. This campaign aims to raise awareness about the importance of digitising medical records, simplifying healthcare, and thereby making quality healthcare accessible to all. We are extremely excited to launch this campaign simply because nothing like this has been done before to promote our message, for example using a rap video to promote a health-tech brand. But we feel that it is also important that we do so, so that we can connect better with today’s youth”
In addition, DRiefcase will offer its users exciting rewards for performing various activities such as uploading records, creating ABHA IDs, etc throughout the campaign, on a daily basis as well as a grand prize at the event’s culmination for the “Player of the Series”.
Mumbai: Chai Sutta Bar (CSB), has announced that all IPL games will be live streamed for fans at its Indore, Madhya Pradesh, main outlet. Given that the company is known for its unbeatable vibes, CSB believes that providing consumers with live streaming of IPL matches is an interesting way to interact with them, provide them with a memorable experience, and also give them a sense of the stadium outside the stadium.
‘’We are excited to bring together the two passions of our country – cricket and chai. At Chai Sutta Bar, we strive to offer unique and memorable experiences to our customers, and the live streaming of IPL matches is a step in that direction. We hope that our customers enjoy the matches while sipping on their favorite chai in Kulhad,’’ said Chai Sutta Bar co-founder Anubhav Dubey.
Founded in 2016 by Dubey and Anand Nayak, Chai Sutta Bar is dedicated to serving the perfect cup of chai in Kulhad while also providing employment to over 500 potter families across India. With 4.5 lakhs kulhad used per day across its franchise outlets, Chai Sutta Bar is not only a brand but a movement that supports the local community.
The live streaming of the IPL matches has started and will continue till the final match of this edition of the IPL. Customers can enjoy the matches on high-quality LED screens installed at every selected outlets, making it the perfect destination for cricket lovers across India.
Chai Sutta Bar is committed to bringing joy to its customers through its delicious chai, and the live streaming of IPL matches is a testament to its dedication to providing unique experiences. With this initiative, Chai Sutta Bar aims to strengthen its bond with its customers and continue to support the local community.
Mumbai: Raga by Titan, a brand known for its collection of timepieces and considered narratives on the individuality and uniqueness of every woman, has announced the launch of its latest campaign, Love Yourself Boldly. Featuring the dynamic and feisty, Alia Bhatt, the new TVC urges women to unapologetically be themselves.
The film captures Alia Bhatt adorned in vibrant looks, symbolizing the fashionable and boldly independent, modern day woman. Adopting a light-hearted and buoyant tone, the actor is seen picking up Raga watches, each symbolic of a distinctive feature and talking about the judgements society makes, regardless of one’s choices. She goes on to pose a compelling question with the adage “Par in sab ki wajah se, khud se pyar karna chhod doge kya?” prompting women to rise beyond people’s opinions and unabashedly live life on their own terms, all this, while representing Titan Raga as a contemporary, artful, unprejudiced companion. Creative incorporation of the legendary Titan symphony elevates the message and tops off the campaign on a memorable note.
Titan marketing head Sirish Chandrashekhar said, “We are thrilled to launch the #LoveYourselfBoldly campaign which aligns with the brand’s continued endeavour to normalise a woman’s choice to put herself above all else. The philosophy is reflective in the evolution of our product designs and powerful storytelling, that has found strong resonance with young contemporary women of today. Having broken several preconceptions in her own journey, Alia Bhatt is an ideal choice to augment the message of the campaign.”
Ogilvy South CCO Puneet Kapoor said, “Isn’t it great when a fabulous brand asset, like the Titan tune, can be adapted and used creatively to convey different messages and connect with audiences in new ways? In this case, it delivers a bold ‘no’ in the face of the judgments the world throws at you. Only when you love yourself boldly, can you confidently reject these judgments to cultivate self-love.”
Mumbai: Agthia Group, a leading UAE-based food and beverage company, owns the popular date brand Date Crown. Being present in India for more than a decade, the brand aims to expand its awareness and penetration in the Indian market. For the same, it launched the ‘King of Dates’ campaign with Schbang as its creative partner.
Indiantelevision.com caught up with Agthia Group category marketing manager Lucky Ekene Ofurum and Schbang executive vice president Amisha Gulati to discuss the brand’s first campaign in India, its competition in the Indian market and more.
To begin with, the dates market is estimated to be over $ 200 million with the larger bulk of it being in the unorganized market and retail. The growth for the same is estimated to be 2 per cent post the COVID period.
The campaign for Date Crown was launched through a fun-filled TVC highlighting dates’ quality and nutritional benefits, reinforcing the brand’s royal credentials. Targeting southern regions, the film is also available in Telugu, Malayalam and Kannada.
To develop effective communication and gain a deeper understanding of the Indian consumer of dates, Schbang’s Consulting and Research team worked with Date Crown to implement a “Voice of Consumer” study to understand various levers around date consumption in India. Consumers from different age groups and cultural backgrounds were interviewed to understand the consumption patterns and barriers to the consumption of dates in different regions of India.
The study helped identify the right positioning, communication, and media channels to take Date Crown to the masses. The team also went on-ground, did mystery shopping across various markets, and met dealers, chefs, and other stakeholders from the B2B segment to understand the push-and-pull levers.
Based on the research, the amplification was done in southern regions of India on digital platforms like Google, META, and leading OTT platforms. As a result of the omnichannel media approach, the campaign has already garnered 37.4M+ reach, 155M+ impressions, 575K+ clicks and 75M+ views – within a month of the launch.
Ofurum reveals that India is a big market and Date Crown takes all of its market/channels in high esteem. “Our dates can be consumed by anyone that enjoys a sweet but healthy treat, we intend to serve both existing users while attempting to recruit new users,” he mentions, with regard to the target group.
Edited excerpts:
On being present in the Indian market for a decade and taking to advertising finally
Ofurum: Date Crown has been in the market for over a decade, and we have supported it in the past with mostly BTL campaigns. However, in 2023, we intend to flex Date Crown’s muscles to its full potential by supporting it with an integrated marketing campaign covering ATL & BTL.
On competition
Ofurum: Date Crown believes in a competitive and free market, where all legitimate brands and products are allowed to strive. We believe we will compete with local and regional brands like Lion, Happilo, Kimia, Emperor, and Nature’s Choice.
On associating with the IPL in some way, considering it is the hottest property which every brand wants to piggyback ride on
Ofurum: Yes, we are exploring advertising slots and opportunities to take advantage of the wide viewership obtainable with IPL.
On the brief given by the brand
Gulati: Date Crown has the potential to be the number 1 date brand in India. The portfolio was limited in 2022 (only Fard and Buman date types) but has expanded significantly from Q1 ’23. Date Crown has advertised on a very limited basis previously with an outdoor that had product branding but no brand storytelling. TOM (top of mind) awareness is low (7 per cent) vs. Lion (34 per cent) hence the need to build relevance for Date Crown among consumers. The objective was to increase brand awareness and penetration in the regional markets where there is a strong preference for packaged dates.
On the creative thought behind the campaign
Gulati: Dates are a symbol of royalty. And the Middle East (Arabia) is where the best of them are grown and we are here to bring this royalty to you. Date Crown is an authentic dates brand that is sourced from the lands of Arabia. It’s rich, it’s princely, and it’s delicious.
Through the film, we have conveyed the product’s authentic roots and nutritional benefits. As a part of the creative call, we have introduced a mascot ‘Royal Messenger’ dressed in an Arabic outfit to establish the source.
On the tagline – ‘King of Dates’
Gulati: ‘King of Dates’ works on two levels. Firstly, the Middle East is well known as the world’s best producer of dates. Our dates, sourced directly from the date palms of Arabia, are hence, the ‘King’ among all other dates.
Secondly, the name Date Crown itself alludes to royalty. So, ‘King of Dates’ makes for a natural extension to the name while being supported by the source of our dates.
On the media mix that is to be utilised for the brand
Gulati: As per the research conducted by the brand, where our TOM awareness is lower in some regions, hence the plan is to use digital media including display, programmatic, and platforms such as Google, YouTube, Facebook and Instagram.
On TV, we have taken our films on multiple Indian channels to reach the Target audience.
On considering influencer marketing and other newer methods of advertising and marketing the brand
Gulati: Date Crown as a brand is open to multiple advertising & marketing routes to leverage the Indian market for driving brand awareness followed by sales. Influencer marketing as a method is in the long-term plan for the brand in the future.
Mumbai: Swiggy, India’s on-demand convenience delivery platform, is back with two television commercials (TVCs) to communicate the special offers and discounts under its “Match Day Mania” campaign for the ongoing cricket season. This multi-platform campaign underlines the brand’s commitment to offering unparalleled convenience through quick deliveries of food on match days.
In these TVCs, a mock courtroom setting has been enacted to promote discount offers of flat Rs 125 off on orders of more than Rs 249 from Swiggy. In the first TVC, a prosecutor passes on this phone to the defence lawyer who then shares it with his client saying “acha offer hai, le lena chahiya”. The judge, Neena Gupta, suspecting a secret settlement between the two parties questions them. However, it turns out to be a discount offer on Swiggy, leading to chaos in the courtroom with everyone checking their phones. The judge asks for “order” in the courtroom, and mumbles “order” to her attendant, directing him to order from Swiggy.
In the second TVC, the judge tells the defence lawyer that there’s no possibility of reducing the fine that has been levied on the accused; “it’s a court order, not a Swiggy order” the judge reminds him. She then proceeds to offer him a “Pizza” to which he responds, “No objection your honour.”
Swiggy has a penchant for coming up with witty ads with a hilarious take on real-life situations. After successfully integrating cricket commentary in their ads in the previous years, the latest TVCs, with their tongue-in-cheek courtroom humour, reel the viewers into the storytelling and clearly communicate the campaign’s proposition. The 25-second ads will run in Hindi, Marathi, Bengali, Tamil, Malayalam, Kannada, and Telugu.
Swiggy brand marketing Sneha John said, “For viewers, ordering their favourite food to go with the cricketing action has become an important part of the match-viewing experience. For years now, Swiggy has been enhancing this further with discounts and special offers. People watch cricket to have a good time, and it is important that our ads speak to them in a light-hearted, fun way that has now become characteristic of Swiggy.”
Mind Your Language! founder & creative director Deepan Ramachandran said “The only numbers that interest people during match hours are the scores. So, to communicate an exciting discount offer, it must be in a disruptive setup. While the ads show an everyday courtroom coming alive with the mention of the offer, we believe that every household will also sit up and take notice of it.”
Mind Your Language! creative director Pandiyaraj added “Be it any serious situation, food makes it immediately lighter. And when you add an exciting offer like Swiggy Match Day Mania to mix, the fun is even more.”
The platform was in the news when a post showing an elevator full of Swiggy delivery partners during a Mumbai Indians Vs Royal Challengers Bangalore match went viral on social media. The user shared the picture with the caption “No. of Swiggy guys in a building is directly proportional to how interesting the match is.”
With the cricket season underway, Swiggy’s Match Day Mania is back with offers valid from 31 March to 28 May. Customers can avail of great deals during match hours across Swiggy’s food delivery services.
Swiggy has also launched the “Pick your Team” campaign, a limited-period offer that began on 25 March and got over half a million registrations in the first week of its launch. Once users choose their respective team, they receive reminders on the app on the days their team is playing so that they may pair those games with great offers. The maximum number of users have chosen Chennai as their favourite team so far, followed by Bangalore and Mumbai.
“Match Day Mania” has over 40,000 partner restaurants to satisfy the food cravings of fans during the cricket season. With Swiggy Dineout, users can watch live screenings of matches and cheer their favourite teams while dining at the top restaurants in their city – all this while saving up to 40 per cent on their food bill. Team pickers additionally get coupons worth Rs 200 on food bills of Rs 2000 and above. On Instamart, “Match Day Mania” offers discounts of up to 50 per cent on selected collections during match hours. Those who pick a team get an additional 10 per cent off on the days their team plays.
Mumbai: Lancôme has always nurtured a keen understanding of what makes contemporary women happy. For the past ten years, Lancôme’s La Vie est Belle has enjoyed success among women for its empowering affirmations of freedom and optimism. For the first time, Lancôme calls its family around La Vie est Belle and its muse Julia Roberts in an emotional celebration of women supporting and inspiring each other. The new campaign showcases Lancôme’s strong bond with the La Vie est Belle family world-wide. Lancôme invites their all-star community of ambassadors to stand together for a united declaration of happiness: Julia Roberts, Amanda Seyfried, Isabella Rossellini, Lily Collins, Pénelope Cruz, and Zendaya Coleman join her along with two new muses: Aya Nakamura and Hoyeon.
The fragrance, La Vie est Belle EDP, is a gourmand composition of floral and fruity notes centred on natural and simple beauty. With Top notes of Black Currant and Pear; middle notes of Iris, Jasmine and Orange Blossom; base notes of Praline, Vanilla, Patchouli and Tonka Bean. The fragrance is an outlook on Life inspired by joy and pleasure in small things. This iconic cast of happiness activists echoes the intensity of the scent and the infinite smile adorning its bottle.
Speaking on the new campaign, Coleman said, “Life is about finding your voice, figuring out who it is that you are or you want to be, and I think there is nothing wrong with taking your time in finding that. I think we all have it; sometimes it starts a little quiet, a little small, but if you find it and hear it, embrace it and don’t be afraid to share that voice with the world. La vie is beautiful.”
Commenting on the campaign, Loreal luxury department director Shradha Nichani said, “For the first time, we are bringing together the La Vie est Belle family to celebrate women supporting and inspiring each other. ‘Make Life beautiful’ is a campaign about feeling loved, beautiful, strong and empowered. As a brand, Lancôme is all about inclusivity, and the campaign reflects our values and how we see the world. India is one of our key markets and a country that embraces and understands diversity. Our campaign will see Lancôme partner with 50+ Indian women who influence lives nationally and globally. We would encourage women from all walks of Life to partner with us and share their interpretation of what makes their life beautiful.”
The La Vie est Belle campaign introduces a series of stunning photographs by legendary fashion photographer Mario Sorrenti who signs the pictures of this iconic campaign. The film is shot by rising director Emmanuel Adjei who celebrates the unstoppable power of the female sorority. The campaign’s soundtrack features the powerful, world-renowned song ‘What a Wonderful World’ by Louis Armstrong, sung by women and for women, as an anthem of happiness. The video portraits showcase the ambassadors’ authentic and spontaneous vision of Life and what makes it beautiful to them. As they authentically open their hearts, they invite each La Vie est Belle community woman to use her voice and participate in this celebration of the beauty of life.
With its all-star campaign, Lancôme aims to spread the message of happiness and positivity, empowering women worldwide to embrace their choice of freedom and optimism. La Vie est Belle – Life is what you make of it, but it is what you make of it. Together. “Life is running towards your dreams no matter what happens, what comes your way, what people say. Never stop going, never stop moving and always believe in the impossible because, at the end of the day, there is only one you, and your voice matters, so, don’t let anyone silence it! Life is…I don’t know…beautiful.” said Collins.
