Sugar Pop, a part of the Sugar Cosmetics family of brands, has announced a collaboration with actor Kriti Sanon.  

The ‘Colour Sahi, Transfer Nahi’ (the right colour, no transfer) campaign, featuring the actor marks the launch of the brand’s ultra stay transfer proof lipstick with Sanon showcasing the lipstick’s transfer-proof nature. The campaign aims to drive large-scale awareness for the product.

Vineeta Singh, co-founder and chief executive officer, Sugar Cosmetics, said, “We are thrilled to associate with Kriti Sanon for Sugar Pop’s first ever TV campaign #ColourSahiTransferSahi. Having seen Sugar Cosmetics scale rapidly in the premium high-performance makeup segment, about four years ago, we identified a clear whitespace in branded good-quality affordable Colour cosmetic products in India - and that’s how Sugar Pop, a trusted pocket-friendly brand was first conceptualised. Today, this small idea's sales have defied all expectations to double every year over the last 3 years, driven by great-value products, strong consumer demand, and deep distribution across tier two and three cities. For something of the magnitude of the Sugar Pop Ultrastay transfer proof lipstick, I know that partnering with Kriti will drive strong adoption across a broader audience while driving our national footprint even deeper, online as well as offline."

Kaushik Mukherjee, co-founder and chief operating officer, Sugar Cosmetics, added, “Kriti Sanon’s natural charm, authenticity, and confidence just made her an irreplaceable fit for the #ColourSahiTransferNahi campaign and we hope you have as much fun trying out the product and watching the ad as much as we had creating both.”