14th February 2025: CRAZE by Swiss Beauty, one of India’s fastest-growing beauty and cosmetics brands, is turning up the volume with an AI-created rap anthem that celebrates self-love, confidence, and individuality. Blending music, technology, and beauty, this campaign makes every listener feel like the main character of their own story. Set to an infectious beat, the anthem features four distinct Gen Z personas—The Trendsetter, The Dreamer, The Rebel, and The Girl Next Door— ensuring that everyone can find a reflection of themselves within the CRAZE Tribe.
One of the standout verses of the anthem states:
“I’ve got the main character vibe,
I don’t just live, baby I thrive.
If your slay game’s off the hook,
Gurlll, welcome to the CRAZE tribe.”
This catchy, confident lyric drives home the campaign’s key message—Swiss Beauty CRAZE isn’t just about following trends, it’s about creating and owning them. The anthem reflects the digital-first world that Gen Z thrives in, making it a natural extension of their identity.
Beyond the music, the campaign also highlights CRAZE by Swiss Beauty’s best-selling products, including the Eyeliner and Stamp Duo, Baesic Multiface Palette, Duo Mascara, and Lip and Cheek Macaron. These multifunctional, high-performance beauty essentials empower young women to express themselves unapologetically, whether it’s through striking lip shades, bold eye looks, or effortless everyday glam.
Conceptualised by Hashtag Orange, a leading integrated marketing agency, the ad film captures the fearless energy of the CRAZE woman by introducing Queen C as the ultimate embodiment of self-expression and individuality. With every beat and every swipe of makeup, the campaign celebrates the bold, playful, and vibrant spirit of modern beauty.
Vidushi Goyal, CMO, Swiss Beauty, said, “Beauty is evolving, and so are the ways we express ourselves. With CRAZE, we wanted to go beyond just makeup. It’s more about attitude, confidence, and owning your vibe. AI has transformed the way we interact with trends, and this campaign reflects that shift. We hope every young woman finds her rhythm in the CRAZE anthem and embraces the fearless, vibrant energy it represents.”
Gaurang Menon, Creative Head, Hashtag Orange, added, “With this film, we wanted to create an experience that feels as fresh and dynamic as the Gen Z audience it speaks to. We integrated AI-generated vocals with high-energy beats, to match the film’s bold visual storytelling. As the co-director of this film, it was truly exciting and enriching to craft something that fuses technology, rap, music, and beauty into a seamless, high-impact visual narrative.”
Whether it’s V-Day or D-Day, CRAZE by Swiss Beauty ensures that every moment is an opportunity to stand out. The campaign is now live across digital platforms, inviting young women everywhere to embrace their individuality and join the movement.
