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SUGAR Cosmetics collaborates with Moj for a new AR make-up filter challenge

Moj, India’s number one short video platform, has been expanding its advertising and monetization avenues over the last few months. With a monthly user community of over 160 million, the platform supports 100 million+ pieces of new content every month. To enhance opportunities for its creator base and for brands on the platform, Moj has demonstrated a symbiotic balance between user experience and business using AI-nuanced tech tools. 

The latest in a spate of brand collaborations was the campaign for SUGAR Cosmetics, one of India's fastest-growing beauty brands. The makeup brand collaborated with Moj as part of the IP #GlowUpWithMoj. Targeting Millennials and Gen Z, SUGAR ran a hashtag challenge #GetReadyWithSUGAR, inviting beauty creators and enthusiasts alike to complete their makeup look within 15 seconds. Famous Bollywood actor Daisy Shah led the campaign that also saw participation from beauty influencers like Faby, Urfi Javed, Mrunal Panchal and Jyotsana Haldkar amongst others. The hashtag challenge generated 462K+ UGC garnering over 5.8+ billion views. The campaign proved its efficacy by getting 205 million likes and 16 million shares.

As part of the hashtag campaign, an AR lens was created on Moj wherein the community  attempted the challenge by choosing any one product among various SUGAR lipstick, eyeliner, and blush shades. A virtual SUGAR Cosmetics product appeared on the screen, which the user used to apply makeup on their face in the given timeframe. The goal was to attempt the look in the cleanest way possible and complete their very own ‘SUGAR look’ before the timer stopped. With this campaign, the Moj community stood a chance to win exciting prizes like an iPhone 13 and SUGAR hampers. 

Through this campaign SUGAR attempted to target the Moj community and encouraged them to be their bold uninhibited self while letting makeup be their partner in crime.

#GetReadyWithSUGAR {28th Dec, 2021- 6th Jan, 2022}

Commenting on the campaign,  Satyen Kishan - Director, Sales, Moj said, “Fashion and Beauty content is growing in popularity on Moj with high engagement. This inspired Sugar Cosmetics to collaborate with us. The innovative campaign #GetReadyWithSUGAR was a fun, visual campaign, creatively crafted to reach out to our community that resulted in generating more than 462K UGC. SUGAR’s debut on the platform provided engaging content that not only showcased the company's proposition effectively but also provided a fun filled experience to our community leading to 205 million likes and 16 million shares.”

Kaushik Mukherjee, COO & Cofounder, SUGAR Cosmetics further adds, “As SUGAR and Moj both hold Gen Z and millennials as their core audience, we were certain that this synergy of both the brands would create a phenomenal impact & engagement. Through #GetReadyWithSUGAR campaign we garnered some rich content & conversation among the targeted community creating 5.8+ Billion views. We are elated to see this one-of-a-kind collaboration successfully putting together creative gamification with the sole purpose to engage and reward our audience for their participation in the campaign.”

Moj’s enhanced platform capabilities help brands stand out from an otherwise cluttered space of social promotions. Driven by its short video engaging content, Moj has seen huge growth, as brands across multiple sectors are beginning to leverage the platform appealing to consumers in the most imaginative way. 


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