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Gurgaon, India, August 13, 2024 – BELLAVITA India’s leading beauty and personal care brand, launched its latest advertising campaign, aiming to redefine the culture of gifting with its luxurious perfume gift sets. This innovative campaign positions BELLAVITA’s curated fragrance collections as a sophisticated and memorable alternative to the traditional sweet boxes that dominate the gifting landscape in India.

Through the campaign, BELLAVITA introduces a fresh & quirky take on the lack of gifting options in India. The campaign narrative is structured as a conversation between a family and a modern AI chat agent, peppered with humorous banter on how homogenous gifting is in India.

Ashutosh Taparia, Board Member & Managing Director of Guardian Group, BELLAVITA’s holding company, commented, “Gifting is intrinsic to Indian culture. The Indian calendar is dotted by a long list of festivals & the culture of exchange of gifts between & within families. We believe fragrances render as great gifting choices over existing traditional sweets & chocolates both from a healthy-living perspective and also as a longer lasting alternative.”

“Bellavita has always stood for making the entire country smell amazing,” said Aakash Anand, Founder of Bellavita. “And with this new campaign, we aim to introduce a fresh perspective on gifting while celebrating beauty and elegance. Even though traditional sweet boxes have been a staple, our perfume sets offer a unique and refined alternative that allows individuals to express their appreciation and love in a more personalised and luxurious way.”

Founded in 2018 as a direct-to-consumer (D2C) brand, Bellavita emerged with a vision of delivering global quality beauty & personal care products for an aspiring India. It has fast emerged as the preferred fragrance-forward brand on the back of its strong product development, local manufacturing & quality-consciousness. Bellavita, housed under the Guardian group, was acquired by Ananta Capital through a mix of primary cash infusion & secondary stake sale.

Lovkesh Kapoor, Board Member & CEO of Guardian Group commented, “BELLAVITA’s products are positioned as affordable luxuries made with world-class ingredients. These exact qualities make BELLAVITA’s products as cherishable gifts. We believe the young generation is constantly seeking opportunity to express themselves, seeking choice and is uncompromising on utility and value. BELLAVITA perfumes score higher than all gifting choices with these expectations”

The ad film is available on Youtube at this Link. The ad film was also posted on LinkedIn early in the morning by Aakash Anand where it met with great response from the community garnering over 1000 likes at the time of this release going live. The ad film was conceptualized by Sidhant Mago, directed by Neal Massey & produced by Pick Films.

Youtube link of the ad-film: https://www.youtube.com/watch?v=opBvQv7-ZdQ

LinkedIn post by Aakash Anand: https://www.linkedin.com/posts/aakashanand_proudly-presenting-bellavitas-first-ever-activity-7227522182023626752-J0WE?utm_source=share&utm_medium=member_ios

For media inquiries, please contact:

Amrita Singh, amrita.singh@idamwellness.com, +91 98187 66037

About Bellavita:

Bellavita is a leading Beauty & Personal Care company headquartered in Gurgaon. Founded in 2018 by perfume man of India, Aakash Anand, Bellavita is the market leader for perfumes in India. It has fast emerged as the preferred fragrance-forward brand on the back of its strong product development, local manufacturing & quality-consciousness. Bellavita, housed under the Guardian group, was acquired by Ananta Capital through a mix of primary cash infusion & secondary stake sale.

About Ananta Capital:

Ananta Capital is private equity firm headquartered in Mumbai. With a diverse portfolio and a track record of successful investments, Ananta Capital is committed to partnering with visionary entrepreneurs to unlock value and drive sustainable growth. Ananta Capital’s portfolio includes Bellavita, Bevzilla, BetterAlt, Springwel Mattresses, Open Secret, Pickrr (exited), Liquiloans and Stovekraft.