ITV

Tag: Stylecraze

  • #WearYourColor & reclaim the beauty narrative: Lotus Herbals

    #WearYourColor & reclaim the beauty narrative: Lotus Herbals

    NEW DELHI: Beauty brand Lotus Herbals is encouraging women to reclaim the narrative by defying stereotypical beauty standards and wear the colours that define them.

    The campaign, #WearYourColor, is a new manoeuvre for women to make their own rules of beauty. Designed by HerHQ Media in partnership with Stylecraze and Lotus Herbals, the initiative playfully dwells upon the premise that a woman can conquer the world with the right shade of lipstick. Whether they choose to ramp it up with red lips, be bodacious with burgundy, or keep it nonchalant with nudes, the campaign emboldens women to express themselves through colours.

    Lotus Herbals head of digital Vishal Singh says, "Women have always been the driving force behind change and revolution. Reclaiming fashion as their own is one of them. For today’s woman, fashion is the freedom to wear what she wants, when she wants, and how she wants. Through #WearYourColor, we want to acknowledge all these women who are undeterred, confident, and do not fear the judgments that follow. Your unfettered freedom is an inspiration for many."

    IncNut VP – business development & strategic partnership Natasha Garyali says, "Lipstick has always been seen as a powerful statement in a patriarchal society that has constricted the choices a woman can make by forcing norms and regulating their freedom. Leveraging Stylecraze, we power up the bold and powerful  #WearYourColor message by bringing the lipstick back to the forefront as a language of protest, rebellion, self-assertion, confidence, and liberation for women. Nothing can be more liberating than the power to choose what you want and the confidence to be you at all times."

  • ALTBalaji associates with Stylecraze and HerHQ

    ALTBalaji associates with Stylecraze and HerHQ

    KOLKATA: In an attempt to woo the millennial women audience, popular OTT platform ALTBalaji has tied up with Incnut Digital's properties – Stylecraze & Bridal Box, a brand operated by and for women with a vision to create a thriving ecosystem of information, opportunity and support for women.

    The association comes at a time when ALTBalaji's latest release Paurashpur is creating waves for its depiction of a fictional kingdom under patriarchal rule, where women strive against discrimination and fight for gender equality.

    "As India's biggest community of 50 million millennial women, we strongly believe that the media's role and power to influence the portrayal of women is more important now than ever. We have and continue to witness violence in various forms which stems from the struggle for power, acceptance and more importantly the physical and economic disparities which continue to co-exist between the sexes even in today's times," Incnut Digital vice president- business development and strategic partnerships Natasha Garyali said.

    ALTBalaji marketing, analytics, and direct revenue SVP Divya Dixit said, "With this partnership, ALTBalaji wants to ensure stringent support to the women out there who act as a strong catalyst. We create shows that depict women's empowerment and stand by it. Our content viewership has a huge percentage of women audience and hence, there is no better tie-up than this to showcase our appreciation and respect to these influential individuals, along with helping us expand our narrative to inspire them."

    HerHQ’s purpose is to help brands leverage heterogeneous women communities from different life stages, said founder Meera Chopra. In this association, HerHQ acts as a catalyst bringing content and communities together. “ALTBalaji's original content – Paurashpur gives us a peek into the kingdom dominated by men where women fight the ultimate battle of gender inequality eventually winning it. We believe, IncNut is the obvious choice given its expansive platform reach of 50 million women community,” she added.

    Growing from strength to strength on the back of innovative business strategies, ALTBalaji has become one of the major players in the Indian OTT industry. With a vast library of 70+ originals across genres that cater to all kinds of audiences, the shows at ALTBalaji are a mix of thriller, crime, drama, romance, youth drama, horror, comedy, amongst others.