Campaign Approach:
Mirrors do more than just reflect your image. They urge you to get approval, ‘Mirror mirror on the wall…’ But those who are Bold & Free, care the least about them and so they break free because Sugar Cosmetics lets them be.

The task was to create the first-ever TV commercial for the brand. It was crucial to outshine in the crowded cosmetics space. After a detailed competition analysis, it was realised that a bold brand deserves even bolder communication. So, we went after the most essential element of the cosmetic industry and made it irrelevant. Crafted and produced in-house, the campaign marked an initiative to break free from mirrors and also a traditional form of advertising. The TVC was further extended by Irani Movietone as a series of digital content under the campaign of “Bold & Free”.