CRAZE by Swiss Beauty, one of India’s fastest-growing beauty brands, is turning up the volume this Valentine’s season with an AI-generated rap anthem celebrating self-love, confidence, and individuality. Blending music, technology, and beauty, the campaign encourages young women to embrace their vibe and break free from traditional beauty norms.
Set to an infectious beat, the anthem features four distinct Gen Z personas—The Trendsetter, The Dreamer, The Rebel, and The Girl Next Door—ensuring relatability and inclusivity within the CRAZE tribe. One standout verse from the anthem states:
"I’ve got the main character vibe,
I don’t just live, baby I thrive.
If your slay game’s off the hook,
Gurlll, welcome to the CRAZE tribe."
This bold lyric emphasises the campaign’s key message: CRAZE by Swiss Beauty isn’t just about following trends, but about creating and owning them. The anthem mirrors the digital-first world in which Gen Z thrives, resonating as a natural extension of their identity.
The campaign also highlights Swiss Beauty CRAZE’s best-selling products, including the Eyeliner and Stamp Duo, Baesic Multiface Palette, Duo Mascara, and Lip and Cheek Macaron. These high-performance, multifunctional beauty essentials empower young women to express themselves unapologetically with striking lip shades, bold eye looks, and effortless everyday glam.
Conceptualised by Hashtag Orange, a leading integrated marketing agency, the ad film captures the fearless energy of the CRAZE woman by introducing Queen C as the ultimate embodiment of self-expression and individuality. With every beat and every swipe of makeup, the campaign celebrates the bold, playful, and vibrant spirit of modern beauty.
Vidushi Goyal, CMO of Swiss Beauty, said, "Beauty is evolving, and so are the ways we express ourselves. With CRAZE, we wanted to go beyond just makeup. It’s more about attitude, confidence, and owning your vibe. AI has transformed the way we interact with trends, and this campaign reflects that shift. We hope every young woman finds her rhythm in the CRAZE anthem and embraces the fearless, vibrant energy it represents."
Gaurang Menon, Creative Head at Hashtag Orange, added, “With this film, we wanted to create an experience that feels as fresh and dynamic as the Gen Z audience it speaks to. We integrated AI-generated vocals with high-energy beats, to match the film’s bold visual storytelling. As the co-director of this film, it was truly exciting and enriching to craft something that fuses technology, rap, music, and beauty into a seamless, high-impact visual narrative.”
Whether it’s V-Day or D-Day, CRAZE by Swiss Beauty ensures that every moment is an opportunity to stand out. The campaign is now live across digital platforms, inviting young women everywhere to embrace their individuality and join the movement.
