SUGAR Cosmetics has teamed up with BC Web Wise to launch a fresh TV commercial for its SUGAR POP Ultrastay Transferproof Lipstick, featuring their new brand ambassador, Kriti Sanon. This TVC brings the spotlight on the lipstick’s standout feature: vibrant colour that stays put, no matter what.

The ad showcases the lipstick’s no-transfer magic, made for the fast-paced lives of young beauty lovers. From coffee catch-ups to lively outings, Kriti’s look stays effortlessly on point, living up to the promise: “Colour Sahi, Transfer Nahi!”

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BC Web Wise won the multi-agency pitch for this campaign with a concept that aligns perfectly with the energy of Gen Z. The narrative demonstrates the lipstick’s long-lasting wear in relatable moments, making it a true essential for anyone on the go.

Kusum Manral, Associate Creative Director at BC Web Wise, 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.”

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