mCaffeine has roped in Alia Bhatt as the face of the brand for its body wash and body scrub range.
Bhatt is the first brand ambassador appointed by mCaffeine.
Tarun Sharma, co-founder and CEO, mCaffeine, said, “Keeping in mind our millennial audience, mCaffeine distills their young and bold sentiment while combining it with their first love, coffee. We represent this generation as a voice of reason for everything they strongly believe in, be it their daily hustle or daily self-care - for they are quick to adapt. Our range of body scrubs and body washes give them that kick and care for their skin, doing just what a millennial product should, making their lives easier but with no compromise on the quality. Alia is a perfect representative of this generation, one whom they have seen evolve from a young star to a Forbes 30 Under 30 millennial icon. With her environmental initiatives, she is also a perfect fit for the sustainable and empathetic ethos we stand for. I am ecstatic that we will be working together and quite sure that it’s going to be a legendary and caffeinating journey, with Alia being the perfect face for our bestselling body washes and body scrubs.”
Vaishali Gupta, co-founder and head - brand marketing, mCaffiene, said, “When we started mCaffeine, thinking of it as a single ingredient brand was challenging and creatively satisfying at the same time. Cut to today, and we have emerged as India’s largest single ingredient D2C brand. As someone who is inclined towards caffeine and creativity, it brings me immense pleasure to bring on board Alia Bhatt, who is literally the epitome of creative growth. With Alia, we want to make mCaffeine the first choice of coffee (in-shower) for another 100M millennials in India.“