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Tag: Dulux

  • Mars Cosmetics welcomes Anshu Arora Sindhwani to lead innovation

    Mars Cosmetics welcomes Anshu Arora Sindhwani to lead innovation

    MUMBAI: Looks like Mars just found its next shining star. India’s fastest-growing homegrown beauty brand, Mars Cosmetics, has roped in Anshu Arora Sindhwani as head of product, as it powers into its next phase of innovation and category expansion.

    With over 15 years of experience painting success stories across beauty, colour cosmetics, and FMCG, Sindhwani is no stranger to creating products that don’t just sit pretty on shelves, they fly off them. Her career spans top-tier brands such as Akzonobel (Dulux), Colorbar, Mary Kay, and Win-Medicare, where she crafted high-performance portfolios that blended strategy, science, and sparkle in equal measure.

    At Mars, Sindhwani’s mission is clear: to make “Makeup for Everyone” more than a tagline. She will steer end-to-end product strategy from new product development and category planning to lifecycle management and innovation architecture. Her focus will be on building a robust pipeline of launches that balance creativity with performance and affordability, the winning formula that’s fast turning Mars into the people’s beauty brand.

    “MARS represents a new era in Indian beauty, bold, experimental, and deeply attuned to its consumers,” Sindhwani said. “I’m excited to build on this energy by crafting innovations that not only perform but also connect bringing together creativity, technology, and inclusivity in every formulation and finish.”

    Her words mirror the brand’s growing confidence that beauty need not be imported or inaccessible. Mars has steadily carved a niche as the Indian disruptor redefining what affordable glam looks like, taking cues from its consumers rather than dictating trends from boardrooms.

    Founded with the vision of democratising makeup, Mars Cosmetics has been among India’s most dynamic homegrown names in the beauty space, capturing hearts (and vanities) across Tier 1 to Tier 3 cities. Its vibrant, high-performance products have found favour with Gen Z creators, beauty professionals, and everyday users alike, powered by a deep understanding of what Indian consumers actually want from their makeup: fun, functionality, and fair pricing.

    Adding Sindhwani to the mix signals a strategic leap towards design-led innovation and global competitiveness. “We are thrilled to have Anshu join the Mars family,” said Mars Cosmetics business administrator Rishabh Sethia. “Her deep understanding of consumers, strategic mindset, and innovation-driven approach will help us strengthen our position as India’s leading product-driven beauty brand.”

    Sindhwani’s career reads like a masterclass in product-led storytelling. Known for her consumer-first, design-thinking approach, she has pioneered several first-in-category launches that pushed boundaries of what Indian beauty could be playful, potent, and proudly local.

    Her appointment comes at a pivotal time for Mars, which is expanding rapidly and cementing its image as India’s fastest-growing beauty brand. The company’s focus on building high-performance yet accessible formulations has positioned it as a favourite among digital-native consumers who crave both authenticity and affordability.

    As the beauty industry becomes increasingly crowded, Mars is setting its sights higher and its strategy sharper. With Sindhwani at the helm of product development, the brand seems poised to blend science with sass, data with dazzle.

    In an era where every brand claims to “innovate,” Mars’ real edge may just be in how it listens and now, how it lets a product visionary like Sindhwani lead that conversation.

    Because when Mars and innovation align, beauty might just find its new orbit.

  • Akzo Nobel India marks five years of ‘Dulux Assurance’ with witty new campaign

    Akzo Nobel India marks five years of ‘Dulux Assurance’ with witty new campaign

    MUMBAI: Akzo Nobel India, the maker of Dulux paints, is celebrating five years of its ‘Dulux Assurance’ programme with a new campaign that asks a cheeky question: What’s better? The unmatchable quality of Dulux paints or the unbeatable Dulux Assurance warranty.

    Conceptualised by Lowe Lintas and directed by acclaimed filmmaker Prasoon Pandey, the “Lage Shaandaar, Chale Shaandaar” TVC plays out this dilemma in a lighthearted banter between characters, only to conclude that Dulux homeowners get the best of both worlds.

    “For over 70 years in India, Dulux has been synonymous with world-class quality. The assurance programme reflects both our confidence in that quality and the trust consumers place in us,” said Akzo Nobel India Limited, chairman and managing director, Rajiv Rajgopal.

    Adding to this, Akzo Nobel India, executive director, Rohit Totla noted that Dulux Assurance was introduced in 2021 as the industry’s first promise for colour, finish, and coverage, and was later expanded into a comprehensive warranty programme in 2023. “In just five years, Dulux Assurance has infused new confidence and is helping families across India, from Vellikulangara in Kerala to Nalbari in Assam, flourish with the magic of Dulux,” he said.

    The Dulux Assurance journey has grown from its original “A coat of trust in every stroke” positioning to today’s celebratory “Lage shaandaar, chale shaandaar.” Pandey’s direction brings the story to life with trademark humour and visual charm.

    Lowe Lintas, president – creative, Vasudha Misra added, “Some projects drain you, but this one re-energised us. Finding a fresh take on the warranty conversation and bringing it alive with Prasoon’s vision was an inspiring process.”

    The integrated campaign launches with the TVC and will expand across connected TV, social media, digital platforms, and festive activations, reinforcing Dulux’s message of quality, durability, and peace of mind.

  • Dulux unveils next generation Weathershield Powerflexx with a new TV campaign featuring Boman Irani

    Dulux unveils next generation Weathershield Powerflexx with a new TV campaign featuring Boman Irani

    MUMBAI: AkzoNobel, a leading global Paints and Coatings company and maker of Dulux Paints in India, released a new TVC campaign titled “Double Protection” to mark the launch of next generation Dulux Weathershield Powerflexx, an innovative and category leading premium exterior paint. The new TVC featuring acclaimed Bollywood actor – Boman Irani, aims to establish the superior product credentials of the next generation offering of Dulux Weathershield Powerflexx that provides protection against constant corrosive and damaging impact of the weather on the back of breakthrough technologies.

    After the immensely successful launch of Dulux Weathershield Powerflexx using the Nature Challenge campaign, Dulux is raising the bar by offering consumers a revolutionary product which offers 2X protection to the exteriors of their home.

    Rajiv Rajgopal, Managing Director, AkzoNobel India said, “We’re experts in the proud craft of making paints and coatings, setting the standard in colour and protection. That means innovation really is at the heart of everything that we do. We have introduced the next-generation Dulux Weathershield Powerflexx

    that offers 2X better protection – a superior product performance for home exteriors. The new TVC highlights the functional benefits of this technologically advanced exterior wall paints that has been especially designed to protect India’s homes from its unique and extreme climatic conditions.”  

    Mr. Titus Upputuru, National Creative Director, Dentsu One said, “Weathershield Powerflexx exterior paint of Dulux is doubly qualified to protect the exterior walls against fungus and cracks. We just wanted to juxtapose these credentials against those of an owner of the house. People usually pride themselves on the number of degrees and diplomas that they hold. The TVC punctures the pride by pointing to the condition of the walls. A house should match up to its owner’s credentials – that’s the message we wanted to bring through this quirky execution starring Boman Irani.”

    Boman Irani, Actor, said “I had great fun being part of the Dulux campaign. Commercials with interesting characters are always a joy to play. The brand has an interesting product that attacks the age-old problem of fungus and cracks on a house and offers double protection. I hope people enjoy the commercial and find a solution in the product.”

    Weathershield Powerflexx offers two times more elasticity making the paint two times better at preventing hairline cracks than any standard exterior paint. It also offers two times longer fungal protection to home exteriors with Smart Release technology which enables gradual release of film preservatives to ensure anti-fungal protection lasts twice as long as any premium exterior paint. The current campaign conveys this message of superior performance to today’s tech-savvy, smart consumers through a humorous narrative.

  • Dulux Paints ropes in Shraddha Kapoor as brand ambassador

    Dulux Paints ropes in Shraddha Kapoor as brand ambassador

    NEW DELHI: Actor Shraddha Kapoor has joined Farhan Akhtar as the brand ambassador for Dulux and its range of interior and exterior products.

     

    Akzo Nobel India Decorative Paints director Rajiv Rajgopal said, “Drawing from our in-depth understanding of consumer needs, Dulux aims to enrich people’s lives by bringing visual delight and lasting care to their surroundings by offering complete painting solutions. Together with Farhan Akhtar, Dulux’s new brand ambassador Shraddha Kapoor will be supporting our efforts at increasing the market for this iconic and truly international brand.”

     

    “India with a large and young population has a great demographic advantage. The average age of the 1.25 billion – strong Indian population will be 29 years in 2020. Shraddha Kapoor is a perfect fit as the brand ambassador to connect with this set of next gen consumers,” he added.

     

    Kapoor said, “I am excited about my association with a brand as versatile and vibrant as Dulux. Its philosophy of ‘Let’s Colour’ by way of expressing through their range of products has struck a chord with me. Dulux has been constantly evolving and offering consumers more to experiment with while decorating their homes. Home decoration is a significant medium of expressing one’s individual style and Dulux helps consumers in finding that style along with great performance.”

  • Dulux launches new ad campaign featuring Farhan Akhtar

    Dulux launches new ad campaign featuring Farhan Akhtar

    MUMBAI: AkzoNobel India’s decorative paints brand Dulux has launched its ‘Fashion Trends for Walls’ campaign for Dulux Velvet Touch. 

     

    The integrated campaign featuring brand ambassador Farhan Akhtar turns the spotlight on the brand’s ability to translate fashion on to walls. Dulux Velvet Touch’s Fashion Trends is an offering of high-end emulsions (decorative paints). 

     

    Explaining the rationale behind the brand campaign, AkzoNobel India Decorative Paints director Rajiv Rajgopal said, “Being an international premium brand with a distinct legacy and lineage, Dulux’s strengths resides in its immense understanding of colours and maintenance of high standards of quality. The new campaign bases its ideology on the brand’s best in class interior solutions that support customers in making their homes stylish.”

     

    “With Dulux Velvet Touch being at the heart of the campaign, its brand ambassador, Farhan Akhtar has been featured who has given life to this television commercial. The TVC is strongly flanked by print and outdoor advertisement, and active engagement through digital touch points and in store solutions. As a brand ambassador, Farhan Akhtar embodies the Dulux Velvet Touch’s core position of self-expression and style,” he added.

     

    Akhtar said, “I am very proud to continue my association with Dulux Velvet Touch, a brand that brings international appeal and offers best in class performance in interior solutions. Like the product, the new TVC of Dulux Velvet Touch is stylish and will appeal to the next generation of customers who are searching for ways to transform their living space into something that they are truly proud of. I personally had lot of fun working with the paint and the finished wall while making of this TVC.”

     

    Taproot Dentsu Communications co-founder and CCO Agnallio Dias said, “The Fashion Trend for Walls campaign of Dulux Velvet Touch caters to an audience that is not afraid of flaunting style. Beyond the colours and vibrancy, there lies a hidden meaning in each colour at the core of Dulux. These colours define a person’s individuality and Dulux provides a medium of expression to these individuals. Just as fashionistas set trends in the world of fashion, Dulux Velvet Touch empowers consumers to discover their style and wearing it on their walls.”

  • Bang in the Middle launches in Kolkata

    MUMBAI: Gurgaon-based advertising agency Bang in the Middle (Bang for short) has started its Kolkata operations from today. This is the agency‘s fourth city office in six months with one each in Gurgaon, Chicago and New York.

    Bang in the Middle expects Kolkata to become a very important market in the coming months. The agency will offer its full suite of services to the clients in Kolkata and help open up global markets.

    The new-age communication agency driven by Prathap Suthan and Naresh Gupta started in May 2012 and serves clients like Dulux, VEEN Waters, Vimal, BigFlix, Hawktrack, Fabulloso, iYogi and PRestival. Bang offers a range of services ranging from traditional ATL advertising to BTL solutions to web advertising, online marketing and digital media.

    For the Kolkata office, Bang has brought on board Meenakkshi Sen as managing partner. She is a former model and has a long association with advertising and media business. She is an inspired first time entrepreneur in the communications arena.

    Bang in the Middle managing partner and CCO Prathap Suthan said, “Kolkata has some great brands that need fresher solutions; both traditional and digital. Whether we like it or not, the world of advertising, marketing, and communication is stepping outside traditional boundaries along with the help of technology. The world is no longer limited by geography, and every market of the world is accessible and open to even local businesses through the web and online advertising. I also have the pleasure of returning back to a city that gave me great memories, beautiful opportunities, and some wonderful campaigns.”

    Sen said, “I am super excited to bring Bang in the Middle to Kolkata. Kolkata has not been getting the attention it deserves from communication companies as a whole. Barring one or two agencies, I would think Kolkata gets back handed treatment. Along with scaling up regular advertising opportunities, I believe that digital marketing also has enormous potential for the brands of Kolkata. New avenues are calling Kolkata, and we better listen to them.”

    Bang in the Middle managing partner and CSO Naresh Gupta said, “Kolkata can add significantly to our growing band of clients. We believe digital marketing solutions work very well for the growing ambitions of home growing ambitions of home grown brands today, and along with our communication expertise we can offer highly relevant brand solutions.”