Bluetyga has launched a new campaign featuring Milind Soman to introduce what it calls India’s first sunscreen jacket.
The campaign is built around the idea of sun protection as an everyday need for urban consumers navigating long commutes, outdoor activity and fast-paced routines.
The film opens with Soman in a grooming chair, responding to what appears to be a typical sunscreen brief. He lists expected features such as SPF 50, PA+++, no white cast and all-day protection, before the narrative shifts to reveal that the brief is for a jacket. The product is positioned as a breathable, UPF 50+ certified garment designed to block over 98% of UVA and UVB rays. The film closes with the line, “Dhoop mein rehna meri choice hai… aur protected rehna bhi.”
The campaign positions the product as an alternative to conventional sun protection formats, aligning with demand for functional, everyday wear. Bluetyga said the offering is aimed at consumers seeking versatility, comfort and integrated solutions in their wardrobe.
Commenting on the launch, Nihal TC, CEO and Co-founder, Bluetyga, said, "With this campaign, we wanted to challenge conventional formats of sun protection and introduce something that fits seamlessly into daily life. The sunscreen jacket is a result of that thinking, combining innovation, comfort and functionality into a single product. Milind Soman was a natural choice for this story, as he truly represents resilience, movement and conscious living. This is not just a product launch; it’s the beginning of a new category in performance wear."
Milind Soman added, "I like practical products, and the Bluetyga sunscreen jacket is exactly the kind of sun protection you can actually wear. We’ve always thought of sun protection as something you apply, but this campaign challenges that idea completely. The jacket is a smarter, more effortless way to stay protected. For me, it’s about simplifying life while staying consistent with an active lifestyle, and that’s exactly what Bluetyga brings to the table."
The campaign will be promoted across digital and social platforms, with the product available on e-commerce and quick commerce channels.
