Mumbai: To capture the attention of Gen Z, Sugar Cosmetics collaborated with BC Web Wise to release a new TV commercial for its Sugar Pop - ultrastay transferproof lipstick. Starring brand ambassador Kriti Sanon, the ad highlights the lipstick’s standout feature: high-impact, transfer-proof color, designed for those with active, on-the-go lifestyles.

In the film, created by BC Web Wise, Kriti appears in everyday scenarios, like grabbing coffee or hanging out with friends, where the lipstick’s smudge-free, vibrant color stays intact, reinforcing the product’s tagline, “Colour Sahi, Transfer Nahi!”

BC Web Wise developed the concept that won a multi-agency pitch for this campaign. Their approach brings Sugar Pop’s signature lipstick to life through a fun, relatable narrative that resonates with a younger audience.

BC Web Wise associate creative director Kusum Manral said: “Our goal was to tell a story that seamlessly integrates the product’s key feature into everyday life. The ‘no transfer’ benefit is something every young person can relate to, and we wanted the film to be as authentic and lively as the Gen Z audience.”