Sidharth Malhotra to endorse a female cosmetic brand for cause 

By Awesome TV

Sidharth Malhotra to endorse a female cosmetic brand for cause 

Actor Sidharth Malhotra stars in the brand’s unique and disruptive marketing campaign strategy, where a male celebrity is the face of a makeup campaign – for the first time ever. Drawing attention to the cruelty-free philosophy of MyGlamm, Sidharth Malhotra being the sport that he is, said he liked the tongue-in-cheek approach of the #TestedOnSid campaign, which highlights the ‘Guilt-free Glamour’ aspect of the brand.

Talking about the same, Sidharth says, “I first thought I had heard wrong when a makeup brand wanted to feature me in their campaign. I mean, it’s one thing to be a metrosexual man, but makeup? Really?,Then I saw the premise, which is #TestedOnSID, and signed up as a willing guinea pig because I’d any day sign up for a product that is not tested on animals. I think the colors represent today’s young ladies: confident, strong, self-assured, and unafraid to express themselves. I hope their men clear the ‘test’ with flying colors.

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Neha Nikharge

Neha Nikharge is Assistant Editor at Awesome TV and a writer for AWSM Times. Neha covers Bollywood, OTT releases, celebrity interviews and pop culture for South Asian audiences in the US and around the world, and has written more than 4,500 stories for Awesome TV. Story tips and corrections: hello@awesometv.com.

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