Sugar Cosmetics doesn’t let Ranveer Singh kiss and tell on Tamannaah Bhatia

Omnichannel beauty company, Sugar Cosmetics, has rolled out a campaign titled #ShukarHainSugarHain (thank god there’s Sugar) to highlight the brand’s USP of transfer-proof lipsticks. Conceptualised by Cheil, the film features actors Ranveer Singh and Tamannaah Bhatia who play a couple named Vihaan and Arya. It also showcases Vineeta Singh, co-founder and CEO of Sugar Cosmetics, who plays Vihaan’s sister. 

 

The film begins with Singh taking Bhatia home to meet his family for the first time. Noticing his nervousness, Bhatia plays around by giving him a peck on his cheek only moments before his family opens the door to meet them. The door opens to Singh’s entire family greeting them, while his hand covers his cheek. Bhatia pulls his hand down and tells him to relax, since it’s a sugar lipstick. When he removes his hand, he sees that there's no lipstick mark on his face. The film ends with both, Bhatia and Singh saying, ‘Shukar hai Sugar hai!’

 

Vineeta Singh, co-founder and CEO, Sugar Cosmetics, said, “Today, Sugar is the makeup of choice for all bold, independent women who refuse to be stereotyped by society’s norms. At Sugar, we believe in making beauty fun, accessible and constantly aim at creating clutter-breaking personas. Both Tamannaah and Ranveer are a dynamic duo that have a meaningful connect with Gen Z and millennial audiences and resonate with our brand values.  We’re super excited to have them both on board for our #ShukarHainSugarHain campaign, allowing our consumers high-quality and easy-to-apply makeup that last through all day!”

 

The campaign is being rolled out across TV, OOH, cinema and digital. The TVC will be aired in five languages, including Hindi, Bengali, Kannada, Marathi, Tamil and Telugu.