The beauty brand founded by Ananya Birla activates mobile experiences, influencer-led journeys, and city-wide contests to connect with consumers.
Kolkata: Durga Puja, the cultural heartbeat of Kolkata, is synonymous with lights, art, and pandal-hopping. This year, the city’s iconic yellow Ambassador taxis are donning an unexpected hue – lilac-as part of a five-day campaign by beauty brand LOVETC.
Founded earlier this year by Ananya Birla, LOVETC is experimenting with experiential marketing that fuses tradition with modern engagement. The lilac taxis, transformed into moving brand installations, are designed to amplify visibility and spark conversations during one of Kolkata’s busiest cultural celebrations.
Adding a digital edge, the campaign features influencers Suhina Chakraborty, Saheli DebRay, and Sirin Hazari, who are documenting their festive journeys across pandals, showcasing how beauty and celebration intersect. To further drive participation, LOVETC has partnered with local radio stations to launch a city-wide contest. Commuters and pandal-hoppers can spot the lilac cabs, share pictures on social media, and win prizes-blending offline activations with online engagement.
At its heart, the campaign reflects LOVETC’s philosophy that beauty is deeply personal, shaped by moments of self-expression and joy. By embedding itself into Kolkata’s Durga Puja, the brand is positioning itself as both a cultural participant and a creative disruptor.
