Mumbai: Beauty brand Sugar Cosmetics on Wednesday launched its latest campaign called #BoldAndFree featuring Bollywood actor Taapsee Pannu. 

The brand campaign is off to an aggressive start with both simultaneous launches on television, print and OOH. This will be further amplified across various mainstream digital and social media channels, the brand said in a statement.

The OOH campaign will go live Pan India including metro cities and major tier 1 & 2 cities. The TVC will be aired nationwide in eight languages including Hindi, English, Marathi, Bengali, Kannada, Malayalam, Tamil, and Telugu across all prime electronic channels, it added.

The campaign is a celebration of the brand’s philosophy of empowering women to look beyond societal approvals and be comfortable, confident & bold in their own skin.

“We love making beauty fun and constantly aim at creating clutter-breaking personas. When we look at Taapsee, we see someone who is self-made - with the same bold, cheerful and fearless attitude that the brand resonates with," said Sugar Cosmetics CEO & co-founder Vineeta Singh.

"Working in Bollywood, it is very important to be versatile, to be able to take on any character with ease and Sugar Cosmetics is that versatile hero in the beauty industry," said Pannu on the association. "Just as I take on various characters in my films, Sugar’s products are designed to take on and suit every Indian skin tone making the wearer look beautiful and confident in her own skin.”