SUGAR cosmetics unveils digital campaign for premium range Mettle
The film, which aims to inspire women to prove their mettle, has been conceptualized by SUGAR’s in-house creative agency and directed by Band-Stand Videos Pvt. Ltd.
SUGAR Cosmetics, has launched Mettle - their premium range of lipsticks along with a digital ad campaign ‘All That Matters Is Mettle’.
The campaign focuses on women who prove their mettle — women of grit, women of substance, and women who are bold and fearless.
The Mettle collection constitutes of two different pigmented finishes — SUGAR Mettle Liquid Lipstick which is available in 12 shades and SUGAR Mettle Matte Lipstick available in 10 shades.
Speaking about the campaign, Vineeta Singh, CEO, SUGAR Cosmetics, says, “Our idea with Mettle was to go beyond the traditional definitions of beauty and celebrate the beauty of women who have the mettle to dream big and go after their dreams. It’s a journey littered with failures, apprehensions and self-doubt and I say this from personal experience as an entrepreneur. Every rejection I faced made me fight harder and emerge stronger. Through our digital ad film we want to inspire our community to rise and move forward after every fall because they do have the mettle to chase any dream they set their heart on.”
Amrita Shinde, Head of Brand Marketing, SUGAR Cosmetics, added, “It’s only the ones who have the spirit and fortitude to go for their goals, are the ones who get there and shine above the others. And this is exactly the message that we want to share with all our consumers. The ‘All That Matters Is Mettle’ Ad Film showcases 5 different women and their journey to success, where their Mettle has made them what they are. All we want is to shout out to every woman out there - Own Your Mettle, And Never Give Up!”
