MAM
James Varghese launches OTS Communications Media Venture
MUMBAI: After more than three decades of shaping media strategies and building brands, James Varghese is starting a fresh chapter. The veteran media professional has announced the launch of OTS Communications (I) Pvt Ltd, a new full-service agency focused on integrated media solutions.
Designed as a one-stop shop, OTS Communications will offer services across out-of-home advertising, BTL activations, retail signage and ATL media. The agency positions itself as nimble, hands-on and deeply involved, promising clients not just plans on paper but results on the ground.
Varghese brings with him over 33 years of industry experience, including a 19-year stint at OAP, where he played a key role in driving strategic initiatives and nurturing long-standing client relationships across sectors.
Speaking about the launch, Varghese said his journey across platforms and categories shaped his belief that strong media outcomes depend on clarity of thought, disciplined execution and personal ownership. OTS Communications, he said, is built around these very principles, with senior-level involvement at every stage of a campaign.
Reflecting on his long association with Varghese, OAP Mediatech CEO and director Abhijit Sengupta, praised his leadership and people-first approach. He added that Varghese’s integrity, humility and commitment have left a lasting impact on the organisation and will continue to guide him as an entrepreneur.
The move marks the close of a significant professional chapter and the beginning of a new one. With OTS Communications, Varghese aims to create a responsive media partner that balances sharp strategy with execution rigour, while staying closely accountable to client outcomes.
In an industry often driven by scale, OTS Communications is betting on focus, experience and involvement to make its mark.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi 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 utilises 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.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “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 is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
