Mumbai, 18th February 2025: Hashtag Orange has pushed the boundaries of creativity and technology, unveiling India’s first-ever AI-performed rap anthem for Swiss Beauty CRAZE. This groundbreaking campaign fuses AI-generated vocals with high-energy visuals and bold storytelling, creating a beauty marketing revolution tailor-made for the Gen Z audience.
Swiss Beauty CRAZE is more than just makeup, it’s a movement. A celebration of fearless self-expression, individuality, and attitude, CRAZE challenges traditional beauty norms and embraces the unapologetic confidence of today’s generation, which has been brought alive through this foot-stomping Rap Anthem.
Hashtag Orange spearheaded the campaign from concept to execution, leading every aspect of scripting, concept development, and direction. The result? A visually striking, innovative experience that embodies the vibrancy and edge of the CRAZE brand.
“Great campaigns are built on passion, creativity, and innovation,” said Mukesh Vij, Founder, Hashtag Orange. “With CRAZE, we pushed the boundaries by creating AI-powered vocals and writing the lyrics in-house. This project reflects our team’s dedication and vision, and we are thrilled to bring this one-of-a-kind execution to life.”
The film, Co-Directed by Gaurang Menon, fuses music, AI, and striking imagery to create a visually immersive experience. The campaign takes an unconventional approach to beauty marketing, positioning CRAZE as more than just makeup, but a movement.
Gaurang Menon, Regional and Creative Head – West, Hashtag Orange, added, “This film is all about energy, confidence, and self-expression. We wanted to take beauty beyond just looks and bring in attitude, rhythm, and vibe. By combining AI-generated vocals with a catchy rap beat and a striking hook-step, we created something fresh, fearless, and unapologetically fun that is part rap video, part reel, part ad. ”
Vidushi Goyal, Chief Marketing Officer, Swiss Beauty, shared, “Beauty today is about confidence, attitude, and embracing your unique vibe. With CRAZE, we wanted to move beyond traditional beauty narratives and tap into self-expression. AI is changing how we engage with trends, and this campaign reflects that shift. We hope every young woman finds her rhythm in the CRAZE anthem and embraces the bold, fearless energy it represents.”
With this campaign, Hashtag Orange and Swiss Beauty have set a new benchmark in beauty marketing, seamlessly blending technology, music, and storytelling to create a campaign that truly speaks to the next generation in their own language. You can view the music video here – https://www.youtube.com/watch?v=KXL-rADfXOI
