Melissa Juried Kriebel
As the wedding season gets on the edge, the very popular and most loved beauty brand SUGAR, gets Ranveer Singh and Tamannaah Bhatia on board, to sort off the wedding essentials. The grand collaboration video went viral on the internet, as the duo looked as perfect bride n groom in the video online.
In the video, we can see Tamannaah Bhatia getting decked up, while we see Vineeta Singh, the CEO helping Bhatia out to finalise her look. Soon after that, at a grand dine time, Ranveer Singh in his stunning groom avatar gives a toast to his onscreen would-be wife, while Tamannaah gets emotional.
Ranveer Singh warns her about her makeup, but the latter gives assurance for its SUGAR. Ranveer Singh replies ‘Shukar Hai’ Vineeta Singh chimes in saying, ‘SUGAR hai’
Resha Jain, the vice president, content marketing of the brand, mentioned, “The campaign #ShukarhaiSUGARhai is an attempt to connect with our audience and celebrate the many different situations that the brand’s core audience finds themselves in when SUGAR always has their back, no matter what surprise comes their way”
She added, “The commercial talks about the benefits of SUGAR Cosmetics products without mentioning the benefit, in this case, the lipstick that doesn’t transfer or come off easily in a light-hearted fun way. EC Studios team was aligned with our objective and clearly understood the creative demands, the fact that the SUGAR consumer is bold and fun-loving and has delivered the best of their work. The raging feedback and views we garnered digitally and offline for the #ShukarHaiSUGARHai campaign, further echoes the successful outcome we have had,”
The Vice President of EC Studios, Account Management said, “Oh, what a day it was when we shot for these ad films! Extremely exciting, loads of stress, but super pumped altogether by the energy around. Yes, too many emotions as we wanted to deliver the best of our work”
She added, “Onboarding Ranveer and Tammanaah as the brand evangelists was a great strategy by SUGAR Cosmetics, to connect to its target audience, particularly with Gen Z and millennials. Vineeta in a guest appearance totally added the charm to the film. We are extremely happy that SUGAR Cosmetics gave us this opportunity as the outcome is nothing short of perfect. We are sure that these ad films are just the tip of the iceberg and we’re looking forward to working on many more campaigns with them,”
SUGAR’s official Instagram handle ‘Try Sugar’ sharing the video wrote, “Ayee @tamannaahspeaks, I hate tears! Shukar Hai SUGAR Hai! #TrySUGAR #SUGARCosmetics #ShukarHaiSUGARHai #PaidPartnership”
Here take a look-