Entertainment Bollywood 10 Dec 2018 Here's why Sidharth ...

Here's why Sidharth Malhotra chose to endorse female cosmetic brand

DECCAN CHRONICLE.
Published Dec 10, 2018, 1:31 pm IST
Updated Dec 10, 2018, 1:41 pm IST
Sidharth stars in the brand’s unique marketing campaign strategy!
Sidharth Malhotra in a photoshoot.
 Sidharth Malhotra in a photoshoot.

Mumbai: 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 said, "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 colours represent today’s young ladies: confident, strong, self-assured, and unafraid to express themselves. I hope their men clear the ‘test’ with flying colours.’’

On the work front, Sidharth has started shooting for 'Marjaavan'. The action-romance drama is slated to release on October 2, 2019. The actor will also be seen in 'Jabariya Jodi' opposite Parineeti Chopra.

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