SUGAR Cosmetics & BC Web Wise unveil new TVC ft Kriti Sanon

SUGAR Cosmetics has collaborated with creative agency BC Web Wise launching a new TV commercial for its SUGAR POP - Ultrastay Transferproof Lipstick.

The TVC stars the brand’s fresh face and ambassador, Kriti Sanon, and showcases the lipstick’s defining feature: high-impact color with no transfer. The innovative product is designed for today’s active, always-on-the-go lifestyle, making it a must-have for young beauty enthusiasts.

The film, created by BC Web Wise, highlights the unique benefits of the transfer-proof lipstick in everyday situations where smudging or fading could disrupt the glam. Whether Kriti is grabbing a quick coffee or out with friends, the lipstick stays vibrant, emphasizing the product’s tagline, "Colour Sahi, Transfer Nahi!"

BC Web Wise crafted the idea that won the multi-agency pitch for this TVC campaign. The agency’s vision brought SUGAR POP’s signature lipstick to life, showcasing its long-lasting wear in a fun, relatable narrative that perfectly resonates with the younger audience.

Kusum Manral, Associate Creative Director, BC Web Wise the creative force behind the concept, shared her thoughts on the project: “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.”

Video production head: Sushil Chavan

Associate Creative Director: Kusum Manral

Creative Director: Avishek Mukherjee

Account Management: Avinab Saha and Devanshi Shah

Production House: Irani Movietone

Also Read: SUGAR POP unveils"Colour Sahi, Transfer Nahi" campaign