Mumbai: To capture the attention of Gen Z, Sugar Cosmetics collaborated with BC Web Wise to release a new TV commercial for its Sugar Pop – ultrastay transferproof lipstick. Starring brand ambassador Kriti Sanon, the ad highlights the lipstick’s standout feature: high-impact, transfer-proof color, designed for those with active, on-the-go lifestyles.
In the film, created by BC Web Wise, Kriti appears in everyday scenarios, like grabbing coffee or hanging out with friends, where the lipstick’s smudge-free, vibrant color stays intact, reinforcing the product’s tagline, “Colour Sahi, Transfer Nahi!”
BC Web Wise developed the concept that won a multi-agency pitch for this campaign. Their approach brings Sugar Pop’s signature lipstick to life through a fun, relatable narrative that resonates with a younger audience.
BC Web Wise associate creative director Kusum Manral said: “Our goal was to tell a story that seamlessly integrates the product’s key feature into everyday life. The ‘no transfer’ benefit is something every young person can relate to, and we wanted the film to be as authentic and lively as the Gen Z audience.”
Mumbai: JSW One Homes has launched its new brand film which is presented as a witty take on the hassles faced by a customer during his journey of home construction. The film is narrated by a friend who did not choose JSW One Homes as his home construction partner.
With the spirit of the new year at the core, the film encourages viewers to forget the past where one needed to monitor a site manually with a lot of pain and trouble of managing labour and building materials. The brand breaks the clutter by showcasing solutions, through the eyes of their customers, and, also, for a change, through those who didn’t choose JSW One Homes.
The brand film titled “Unforgettable” begins with a young man celebrating the new year with his friends and family asking everyone around him to forget the past and enjoy the new year. Meanwhile, a friend is seen as unhappy. As the film progresses, the unhappy friend narrates his unforgettable struggles of building his home independently unlike the campaign’s protagonist who is happy to have chosen JSW One Homes for building his home. The film ends with the protagonist sympathising with the unhappy friend about his home-building experience and sharing the details of the JSW One Homes team. The film has been conceptualised by Irani Movietone. Throughout the film, JSW One Homes emerges as the steadfast choice for those customers who seek to build their dream homes. With this new brand campaign, JSW One Homes aims to capture the majority of market share in the focus markets of Kerala, Tamil Nadu, Karnataka, Andhra Pradesh and Telangana.
Commenting on the new campaign, JSW One Platforms CEO Gaurav Sachdeva said, “At JSW One Homes, we leverage technology and work with our customers to make the experience of building their dream home easy & convenient. Our in-house project delivery team understands that for the customer, building their dream home is a once-in-a-lifetime opportunity and thus guiding them correctly at every step of the process is of utmost significance. Our new campaign reiterates the hassle-free experience of building a home with JSW One Homes.”
According to Irani Movietone founding partner Danesh Irani “In its unique way, the film captures the tiresome process of building a dream home. JSW One Homes with its turnkey solution converts the entire journey of building a home into an unforgettable hassle-free experience.”
