Nykaa Cosmetics has teamed up with hot sauce brand Naagin for a fiery crossover – the Nykaa Cosmetics × Naagin Hot Sauce Plumping Gloss, a high-shine, spice-infused gloss designed to give lips extra volume with a bold, playful twist. The collaboration taps into India’s long-standing love for “teekha” and the global trend of plumping glosses, blending beauty with attitude.
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Leading the launch is a campaign film that reintroduces one of Indian pop culture’s most unforgettable “spicy” personas – Urvashi Dholakia. The film opens in dramatic fashion: a thunderclap, a smirk, and her iconic declaration, “Tum sabko lagta tha main chali gayi? Galatfehmi thi.” From there, Urvashi’s signature sass takes over, delivering sharp glances, hair flicks and unapologetic one-liners that nod to her legacy.
She responds to the world’s favourite question – “Tumhara kaam kya hai?” – with a classic eye roll and, “Mera kaam hai kalesh karna.” She playfully jokes about her “teekhi zubaan,” suggesting that today’s fearless, fiery women have taken the torch forward.
The film builds to its hottest moment as she introduces the new plumping gloss, describing it as “Itna teekha.. par phir bhi tasty.” With a wink, she hints at her long-guarded secret to fuller lips, quipping that while fillers are trendy now, “mere time mein toh laal mirch hi kaafi thi.”
It ends on a signature mic-drop: “Garmi toh ab badhegi,” punctuated by a close-up of glossy, plump, spicy lips – sealing the campaign’s bold, playful energy.
