Aakansha
Pushp

Women weren't buying four shades. They were buying the freedom to switch versions of themselves through the day — one for work, one for brunch, one for drama, one for date night.

Instead of a claim-led beauty film, I built the campaign around Shraddha's existing comic strength — turning each shade into a different character, and the product demo into a performance format.

People don't fail at fitness because they're lazy. Any offer promising rewards for working out feels too good to be true — so I let Gaurav Kapoor become the consumer's disbelief.

A three-part series where he keeps trying to find the catch in FITPASS paying people to get fit — only to realise there is none. Doubt became the hook.

If Karan Johar launches makeup, the first reaction is "why him?" So we made that question the idea — and let him become the guru of the perfect pout.

Positioned him as the guru of personal presentation, with Akansha Ranjan as the relatable student. His pop-cultural authority became the brand's reason to exist.