In a recent episode of Zero1’s Think School Hindi podcast, Darpan Sanghvi, founder of The Good Glamm Group, revealed the story behind a viral campaign featuring Sonakshi Sinha. The campaign promoted a high-definition beauty product line and created a major buzz by portraying the actress as being “arrested.”
Sanghvi explained that the marketing strategy aimed to attract attention to the makeup line, which was designed to look flawless on camera. “This was 2019, and we did a fake news arrest campaign of Sonakshi Sinha,” he said. Paparazzi were contacted to spread the news, and for the first six hours, media outlets circulated reports claiming that the actress had been spotted at a police station.
The campaign was so convincing that Darpan Sanghvi said they even received a call from veteran actor Shatrughan Sinha, Sonakshi Sinha’s father, asking for clarification. During the media frenzy, Sonakshi remained silent, following instructions from the team.
After the initial hype, the campaign revealed its playful twist. A photo of Sonakshi Sinha behind bars was released with a tagline jokingly saying she was “arrested for looking so damn good.” The stunt highlighted the new makeup line while showcasing her charm and style, successfully drawing widespread attention.
Sanghvi described the campaign as a “one-day deal” that maximized visibility for the product line. He added that the innovative approach demonstrated how creative marketing can engage audiences and generate viral conversations on social media.
The campaign remains one of the memorable examples of unconventional marketing in the Indian beauty and entertainment industry. It also reinforced Sonakshi Sinha’s appeal as a top actress capable of drawing attention to brand collaborations with style and humor.
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