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Monday, November 11, 2024

Jasleen Royal and Alaya F Team Up for SUGAR’s ‘Get Ready With SUGAR’ Campaign

SUGAR Cosmetics, the omnichannel beauty brand, has launched its new digital campaign, #GRWS – Get Ready With SUGAR, bringing together a diverse lineup of well-known celebrities from various backgrounds, careers, and identities. The campaign features Bollywood actress Alaya F, singer-composer Jasleen Royal, actor-singer Sushant Divgikar (also known as Rani Ko-HE-Nur), and Indian cricketer Shreyanka Patil.

The campaign revolves around the empowering message, “Duniya ke liye ready hone se pehle, khud ke liye ready hona zaroori hai!” (Before getting ready for the world, it’s important to get ready for yourself), with a focus on the importance of self-care and self-worth. The aim is to inspire a balance between giving your best to others and taking time to nurture your own needs.

The launch video showcases the four celebrities as they engage in their personal rituals before stepping into the spotlight, capturing those critical last moments of mental and emotional preparation. Highlighting that femininity and leadership can coexist, each star uses their favorite SUGAR makeup products to not only elevate their appearance but also boost their inner confidence as they prepare to face the world.

Over the next three months, SUGAR Cosmetics will release individual videos showcasing each celebrity’s personal preparation rituals before taking on their roles. These videos will also introduce SUGAR’s new product launches. The #GRWS campaign will be amplified digitally across Instagram, YouTube, Facebook, and through on-ground retail touchpoints, ensuring wide engagement across platforms.

Commenting on the launch of the campaign, Vineeta Singh, co-founder, and CEO, of SUGAR Cosmetics, “I am inspired to stand next to some of India’s self-made personalities like Sushant, Jasleen, Alaya, and Shreyanka in the #GetReadyWithSUGAR campaign. SUGAR Cosmetics is the choice of the bold and the unstoppable individual.  This campaign recognizes that it is essential to cultivate self-worth to build with compassion, and resilience, inspire, break barriers, and bring positive change. And makeup simply enhances one’s confidence in this journey while allowing them to express individuality in their professional and personal space!”

Commenting on this campaign, Sushant Divgikar a.k.a. Rani-Ko-HE-Nur said, “SUGAR Cosmetics’s #GetReadyWithSUGAR campaign embodies the spirit of inclusivity and empowerment that resonates with me. It serves as a reminder that the journey of preparation is just as important as the moment of recognition itself. And during the preparation always express gratitude towards people who stand by you. So, get ready to scream, build, entertain, win, and inspire with all of us!”

Bollywood singer and music composer Jasleen Royal stated, “The #GetReadyWithSUGAR campaign is an inspiring call for every woman to pause, prepare, and embrace her power before stepping into the spotlight. I believe in the idea of celebrating the preparation before the showdown and that’s what excites me about this campaign.”

Renowned Indian cricketer Shreyanka Patil mentioned, “I am extremely excited to be a part of #GetReadyWithSUGAR campaign, an impactful and inspiring initiative by SUGAR Cosmetics that celebrates the hustle behind every successful story. There is no boundary hit without rigorous practice.”

Bollywood actor Alaya F expressed excitement and said, “Being a part of the #GetReadyWithSUGAR campaign feels so fulfilling! The campaign beautifully captures some of the rituals I do before facing the camera! For instance, I like to meditate and calm myself before an important shoot. I feel a lot of gratitude to be in the same space as other women who have embraced the strength that is found in taking time for themselves.”

Kaushik Mukherjee, Co-founder and COO, SUGAR Cosmetics “It’s heartwarming to have India’s inspiring icons from various walks of life to come together for #GetReadyWithSUGAR to voice how valuing yourself first is a must before shining bright for the world.  With this remarkable collaboration and narrative, we aim to fuel confidence in future generations to embrace the moment and seize every opportunity to be the best version of themselves – with SUGAR.”

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