Birla Cosmetics’ colour cosmetics brand LOVETC has launched its new ‘Alter Ego’ collection with a campaign film featuring brand ambassador Tamannaah Bhatia. Built around the question 'Who wore who?', the campaign explores the relationship between makeup and self-expression, focusing on how different beauty looks can bring out different facets of an individual’s personality.
The campaign began with a series of cryptic developments on LOVETC’s Instagram account, including a distorted logo, a revised bio and fragmented posts. Partially loaded visuals and cropped product labels offered clues to the collection’s six products, encouraging audiences to piece together the information ahead of the reveal.
The digital activation extended to creator engagement, with actors and creators, including Fatima Sana Shaikh and Diana Penty, receiving PR boxes addressed to different names. Their social media posts documenting the unexpected deliveries, followed by LOVETC’s responses using the same incorrect names, extended the campaign across creator communities and fuelled speculation.
The 48-hour build-up culminated in a campaign film featuring Tamannaah Bhatia, connecting the earlier social media clues with the launch of the ‘Alter Ego’ collection.
The campaign is being supported by targeted out-of-home placements in Mumbai, airport advertising across Mumbai, Delhi and Bengaluru, and premium cinema placements in Mumbai, Delhi, Bengaluru and Hyderabad. Digital and social media platforms are also part of the rollout.
Drawing inspiration from 1990s beauty, maximalism and shimmer, the collection features bold colours, metallic finishes and defined makeup looks. Through ‘Alter Ego’, LOVETC brings together these beauty aesthetics with a campaign centred on individuality and personal expression.
