Lotus Herbals has launched a new campaign for its Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, featuring Harnaaz Sandhu. The campaign will be amplified across OTT platforms, social media and out-of-home locations across key metros.
The product introduces what the brand describes as Hydrosome Technology, a patent-pending formulation designed to respond to moisture on the skin. According to the company, the sunscreen activates upon contact with water or sweat, aiming to maintain protection during outdoor conditions. The formulation includes UV filters such as BEMT and Edelweiss Flower Extract, and is positioned around hydration and extended wear.
The brand film takes a light, conversational approach, focusing on common sunscreen-related concerns such as uneven application, fading protection and tanning. Set in an urban environment, the narrative uses everyday situations to highlight the product’s features.
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Commenting on the new Safe Sun campaign, Nitin Passi, Chairman and Managing Director, Lotus Herbals, says, “We are excited to launch India’s first Sunscreen with HydroActivated technology which is our most innovative product launch. This isn't just a sunscreen; it’s a technological breakthrough that utilizes a novel manufacturing process! We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active. We are confident that this innovative sunscreen will resonate well with consumers who are always on the go and require continuous sun protection for their active lifestyles.”
Actor & Miss Universe Harnaaz Sandhu further adds, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The HydroActivated Sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign will be rolled out across digital platforms including Instagram, Facebook and YouTube, along with integrations on OTT platforms such as JioStar CTV and Zee5. It will also be aired on Zee Bangla during programming such as Sa Re Ga Ma Pa.
The media plan includes influencer collaborations across different scales, in-store branding and point-of-purchase activations aimed at increasing visibility across retail channels.
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