Mumbai: Indian beauty brand - Blue Heaven has launched its campaign, 'Har Look Mein Surprise', featuring actor Radhikka Madan to target confident youth and celebrate the freedom to reinvent beauty.

Madan, reflecting the brand's mission, shared, "I'm delighted to partner with an Indian home-grown brand. Blue Heaven has been consistently surprising its consumers over the years and I was equally surprised to see the evolution of the brand I had grown up with. I've definitely found many new vanity favourites and I hope the audiences also get as much joy in creating surprising looks with these makeup products as I did."

Jayanti Choudhury noted, “Her journey from television to becoming a leading Bollywood star reflects our own path of evolution. Much like Radhikka, who continuously surprises her fans by exploring diverse roles and delivering captivating performances, Blue Heaven is committed to innovation. We consistently bring the latest trends and high-quality beauty products across various categories, delighting our consumers with every new creation."

The campaign, conceptualised by WondrLab India, engages youth culture through personal expression and experimentation. The featured love duo two-in-one lipstick & lip colour offers 24 shades for unique looks.

Amit Akali, CCO & co-founder of Wondrlab India, explained, “How does a legacy brand continue to be relevant and resilient in today’s day and age? The only answer can be reinventing itself in a way that keeps surprising. Hence, our latest work with Blue Heaven celebrates the pleasantly surprising moments in life. The aim was to craft two compelling stories that present Blue Heaven as the makeup brand of choice meant for experimentative young people.”

Blue Heaven will also be the official beauty sponsor of Bigg Boss season 18. Available in over one lakh retail outlets and on major e-commerce platforms, Blue Heaven emphasizes quality and affordability.