Lotus Herbals has launched a new campaign for its White Glow Gel Crème, marking 15 years since the product was first introduced. The campaign will run across television, OTT platforms, digital media, outdoor advertising, and social media channels.
Originally launched as India’s first Gel + Crème formula, White Glow Gel Crème is designed to address skin concerns such as dark spots and sun tan. The formulation combines Niacinamide with herbal ingredients including saxifraga, milk enzymes, and grapes. The product is lightweight and is clinically tested for efficacy in improving skin appearance.
The campaign highlights how common skin issues can affect self-confidence. It features a short film centred on a young woman who struggles to take a selfie due to dark spots. The narrative introduces White Glow Gel Crème as a solution. Niacinamide, which has been part of the product since its launch, is now given greater visibility in the updated packaging to appeal to consumers who are more conscious of product ingredients.
The brand film features emerging actor Heer Achchra. The story concludes with the protagonist appearing more confident after using the product.
As part of the campaign rollout, the television commercial will be aired on national and regional channels. It includes a co-powered sponsorship of the West Bengal show Sa Re Ga Ma Pa. On digital platforms, integrations are planned with Zee5 and a connected TV campaign on Jio Star. Outdoor visibility will be driven through hoardings in key markets. Social media activations will run on Facebook, Instagram, YouTube, and the Lotus Herbals website. In retail outlets, branding activities will include point-of-purchase activations across India.
Commenting on the campaign, Mr. Nitin Passi, CMD, Lotus Herbals, said, "We are delighted to unveil our new campaign for the path breaking Lotus WhiteGlow Gel Crème, India’s 1st and most loved Gel Creme. When we launched the Gel + Crème format 15 years ago, it was truly ahead of its time. Today, with refreshed packaging and a renewed focus on Niacinamide—a key ingredient that has been part of WhiteGlow from the very beginning—we are proud to present this trusted formulation to a new generation of consumers. At Lotus Herbals, we have always believed in listening to our consumers and evolving with them. This campaign reflects that philosophy and ensures WhiteGlow continues to shine as a brand loved across generations."
The campaign coincides with the product’s 15-year milestone and aims to connect with younger consumers while maintaining its presence among existing users.
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