Mumbai, 13 October 2026: Birla Cosmetics, through its colour cosmetics brand LOVETC, has unveiled Alter Ego, a new collection featuring a campaign film starring its brand ambassador Tamannaah Bhatia.
Conceptualised around the question, “Who wore who?”, the campaign explores the relationship between makeup and self-expression, highlighting how beauty looks can bring different facets of an individual’s personality to the forefront. The central idea invites consumers to interpret their own alter ego, positioning makeup as a tool for individual expression.
The campaign rollout began with a series of unconventional developments on LOVETC’s Instagram account, including a distorted logo, a revised bio and cryptic posts that hinted at an unfamiliar presence on the platform. Fragmented captions, partially loaded visuals and cropped product labels offered clues to the collection’s six products, encouraging audiences to piece together the information ahead of the official reveal.
The digital activation extended to creator engagement, with actors and creators, including Fatima Sana Shaikh and Diana Penty, receiving PR boxes addressed to different names. Their social media posts documenting the unexpected deliveries, followed by LOVETC’s responses using the same incorrect names, extended the campaign across creator communities and fueled audience speculation.
The 48-hour activation culminated in a campaign film featuring Tamannaah Bhatia, bringing together the earlier social media clues and introducing the Alter Ego collection. The reveal connected the campaign’s build-up with the product launch, creating an integrated experience across digital touchpoints.
The campaign is supported by targeted out-of-home (OOH) placements in Mumbai, airport advertising across Mumbai, Delhi and Bengaluru, and premium cinema placements in Mumbai, Delhi, Bengaluru and Hyderabad. Digital and social media platforms further extend the campaign’s reach across consumer touchpoints.
Drawing inspiration from 1990s beauty, maximalism and shimmer, the Alter Ego collection features bold colours, metallic finishes and defined makeup looks. Through this collection, Birla Cosmetics’ LOVETC strengthens its portfolio with a range that combines contemporary beauty aesthetics with a campaign centred on individuality and self-expression.
