e.l.f. Beauty has launched its first-ever haircare line with “What the h.e.l.f.?”, a high-energy campaign starring an unlikely beauty icon: Bigfoot. The premise is simple – the elusive creature has spent decades hiding in the woods not out of mystery, but embarrassment over his frizzy, unmanageable hair. A makeover later, he steps out with a … Read more
Sportswear brand One8 has signed on Masaba Gupta as its first Indian designer collaborator, marking a clear strategic pivot for the Virat Kohli-founded label as it moves beyond cricket and performance wear into culture and lifestyle. The partnership has Masaba fronting a campaign for One8’s new footwear and accessories range, including the cricket-inspired Seam XVIII … Read more
Castrol India has marked 25 years of Activ with “Bike Smooth, Toh Life Smooth,” a campaign for its upgraded Activ Full Synthetic range that trades engine clichés for a zombie-themed metaphor. Conceptualised by Ogilvy, the film shifts away from the category’s usual playbook of engine close-ups and highway shots, opting instead to make viewers feel … Read more
Penske Media Corp. has acquired a sweeping portfolio of Vox Media’s digital brands – The Verge, Eater, SB Nation, PopSugar, The Dodo, Punch and Thrillist – in a move that cements its status as the world’s largest digital publisher. Financial terms remain undisclosed. The deal lands weeks after Vox Media offloaded New York magazine, Vox.com … Read more