Bluetyga has unveiled a new campaign featuring Milind Soman to introduce its Sunscreen Jacket, positioning the product as a functional innovation within performance-led lifestyle wear. The campaign marks a strategic effort to redefine sun protection by integrating it into everyday apparel, rather than positioning it as a separate skincare step.
Built on the insight that urban consumers continue their routines despite harsh weather conditions, the campaign highlights the realities of daily movement, including commutes, outdoor tasks and demanding work schedules. It frames comfort and protection as essential requirements, aligning with the expectations of consumers who prioritise utility and versatility in their wardrobe choices.
The campaign film adopts a narrative twist to drive engagement. It opens with Soman seated in a grooming chair, preparing for what appears to be a conventional sunscreen advertisement. As he confidently lists familiar product attributes such as SPF 50, PA+++, no white cast and all-day protection, the storytelling builds on audience expectations. The narrative then pivots to reveal that the brief is not for a topical sunscreen, but for a Sunscreen Jacket, introducing the product as a category shift.
The jacket is presented as a breathable, Next Gen SunGard UPF 50+ certified garment designed to block over 98% of harmful UVA and UVB rays. This functional positioning is central to the campaign’s messaging, which blends product innovation with everyday usability. Reacting to the reveal, Soman incorporates the product into the narrative, describing it as “very smart” before delivering the line, “Dhoop mein rehna meri choice hai… aur protected rehna bhi.”
The campaign leverages humour and disruption to challenge conventional perceptions of sun protection. By moving the conversation from applied products to wearable solutions, Bluetyga positions itself within an emerging category of functional fashion. The messaging aligns with evolving consumer preferences, particularly among millennials and Gen Z, who seek multi-purpose products that integrate seamlessly into fast-paced lifestyles.
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 Sunscreen 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 amplified across digital and social media platforms, supported by availability on leading e-commerce and quick commerce platforms. This distribution strategy is aimed at ensuring accessibility while reinforcing the product’s relevance for on-the-go consumers.
By combining a celebrity-led narrative with a differentiated product proposition, Bluetyga positions the Sunscreen Jacket as both a functional solution and a category-defining innovation, signalling a shift towards integrated, wearable protection in everyday fashion.
