LOVETC, the colour cosmetics brand from Birla Cosmetics, has unveiled its new ‘Alter Ego’ collection through a campaign starring brand ambassador Tamannaah Bhatia. Built around the question “Who wore who?”, the campaign explores makeup as a way of expressing different sides of one’s personality.
The campaign began on LOVETC’s Instagram account with a series of cryptic changes, including a distorted logo, a revised bio and fragmented posts. Cropped product labels and partially loaded visuals dropped clues about the six-product collection ahead of its launch.
The activity then extended to creators and actors such as Fatima Sana Shaikh and Diana Penty, who received PR boxes addressed to different names. Their posts about the deliveries were followed by responses from LOVETC using the same incorrect names. The 48-hour build-up ended with a campaign film featuring Tamannaah Bhatia, which tied together the clues shared on social media and revealed the collection.
The campaign also includes OOH placements in Mumbai, airport advertising across Mumbai, Delhi and Bengaluru, and cinema placements in Mumbai, Delhi, Bengaluru and Hyderabad, alongside digital and social media activity. The collection draws on 1990s beauty trends, with six products featuring bold colours, metallic finishes and defined makeup looks.
