LOVETC Launches Alter Ego Campaign with Tamannaah Bhatia
CE DESK 
LOVETC, the premium colour cosmetics brand from Birla Cosmetics founded by Ananya Birla, has launched its new Alter Ego collection with a campaign starring brand ambassador Tamannaah Bhatia.
Centered on the provocative question Who wore who?, the campaign film explores the evolving relationship between makeup, identity, and personal empowerment. The creative narrative challenges conventional beauty standards, demonstrating how bold beauty looks can reveal multiple facets of an individual’s personality. Bhatia showcases different cosmetic styles, moving effortlessly between bold, understated, playful, and dramatic expressions to illustrate how cosmetics serve as tools for self-discovery.
Before the official unveiling, the campaign generated substantial organic buzz across social media through planned influencer activations and mystery PR packages delivered under unfamiliar pseudonyms. The subsequent digital reveal tied these distinct identities back to the Alter Ego product line.
The new collection introduces high-performance, vegan formulations designed for diverse Indian skin tones, including rich lip shades, multi-dimensional eye products, and versatile complexion essentials. LOVETC has reported steady retail growth, expanding its distribution across direct-to-consumer digital channels and leading beauty marketplaces.
