Lotus Herbals has rolled out a high-decibel integrated marketing campaign to introduce its Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, positioning the product as a technology-led innovation in sun protection. The campaign spans digital video, OTT platforms, social media, out-of-home and influencer marketing, aimed at driving awareness and consumer engagement across key urban markets.
Fronted by Harnaaz Sandhu, the campaign centres on a digital video commercial that highlights everyday sunscreen challenges while showcasing the product’s differentiating features. The narrative adopts a contemporary and light-hearted tone, depicting common consumer pain points such as uneven application, fading protection and tanning despite usage. Set in an urban context, the film uses relatability and humour to communicate product efficacy, targeting Gen Z and digitally native audiences.
At the core of the communication is the product’s Hydrosome Technology, which is patent pending and positioned as a breakthrough in sunscreen formulation. The campaign messaging emphasises how the sunscreen activates upon contact with water or perspiration, delivering a ‘2X protection surge’ when exposure risk is highest. This functional benefit is framed as a key differentiator against traditional sunscreens, aligning with the campaign’s focus on performance-driven skincare.
The formulation also includes next-generation UV filters such as BEMT and is enriched with Edelweiss Flower extract, combining protection with hydration. Additional claims such as up to 10-hour water resistance and 360-degree UV protection are integrated into the campaign narrative to reinforce product credibility and relevance for active lifestyles.
The campaign is designed for scale and frequency. The digital film is being amplified across social media platforms including Instagram, Facebook and YouTube, supported by placements on OTT platforms such as ZEE5 and integrations on JioStar connected TV. Additionally, the campaign extends to television with placements on Sa Re Ga Ma Pa on Zee Bangla, ensuring regional reach and mass visibility.
Out-of-home advertising forms a key pillar, with large-format placements across prominent metro locations. The brand has also incorporated an extensive influencer marketing strategy, engaging over a thousand mega, micro and nano influencers to amplify reach and drive digital conversations around the product. This is complemented by in-store branding and point-of-purchase activations across retail channels, strengthening last-mile visibility and conversion.
Nitin Passi, chairman and managing director, Lotus Herbals, said, “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.”
Sandhu added, “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.”
Through this integrated campaign, Lotus Herbals positions the Safe Sun HydroActivated Sunscreen as a high-performance, modern skincare essential, using a mix of technology-led messaging, celebrity endorsement and multi-channel amplification to target evolving consumer expectations.
