Mumbai: The premium vegan makeup brand Lotus Make-Up has roped in Bollywood actress Vaani Kapoor as the brand ambassador for its range of skin-friendly natural makeup products.

The key message of the campaign is "#MyMakeupMyWay," in which the brand film talks about breaking stereotypes about how makeup can be worn guilt-free throughout the day.

As the face of the brand, Kapoor will appear in a high-voltage multimedia campaign spanning digital, OTT platforms, OOH, social media, and multiplexes PAN India.

During her two-year association with the brand, she will endorse the Lotus' proedit and ecostay range of high-performance, daily-usable vegan make-up that is easy on the skin, non-toxic, paraben-free, and cruelty-free.

With an extensive media plan, the brand will run a digital video campaign, which will play out on the brand’s social media platforms such as Facebook, Instagram, YouTube, and Twitter. In addition, Lotus Make-Up will run the brand film at leading multiplexes across the country to grab eyeballs for maximum visibility.

In the film, Kapoor is seen using Lotus Make-Up products at a get-together during the day, on a road trip, and at an evening party. The stunning actress, who readily connects with millennials and gen-z, resonates with today's modern consumers, who are charmed by her beauty, flawless complexion, and personality. Lotus Make-Up plans to leverage her extraordinary popularity to reach out to aspirational consumers across India.

Commenting on the association, Lotus Herbals chairman and managing director Nitin Passi said, "We are delighted to have Vaani Kapoor endorse the Lotus makeup brand since she resonates with our brand’s commitment to clean and non-toxic beauty. We launched Lotus Make-Up in 2011 and were the first Indian vegan makeup brand to hit the market. Today’s discerning consumers are eco-conscious and on the lookout for makeup products that provide safety, efficacy, and ethical practices. The high-performance product offerings from Lotus Make-Up tick all the boxes and appeal to a wide spectrum of consumers who wish to use only natural products for their makeup regime."

Kapoor elaborated, 'I am happy to be associated with Lotus Make-Up, a brand that is focused on ethical and sustainable beauty. I love their products as they are vegan, cruelty-free, and free of parabens and other toxic ingredients. Their product range takes care of all my makeup needs and works beautifully for all occasions.'