Brands
Abbott ropes in Mithila Palkar for nationwide Vitamin C campaign
Influencer push and radio outreach aim to boost awareness on daily nutrition
MUMBAI: Abbott has launched a nationwide awareness campaign in India highlighting the importance of Vitamin C in everyday health, as the company looks to tap into rising consumer interest in preventive wellness.
The integrated campaign focuses on the role of Vitamin C in supporting immunity, skin health and bone strength, combining digital content, influencer collaborations and radio outreach to reach a broad audience.
As part of the initiative, Abbott has partnered with Mithila Palkar to create easy-to-understand content that breaks down the science behind Vitamin C and its benefits in daily life. The campaign is also backed by radio programming featuring healthcare professionals who share practical, evidence-based insights.
The push comes amid concerns around nutritional gaps. According to Abbott, nearly 30 per cent of Indians may not be getting enough Vitamin C through their regular diet, signalling an opportunity for greater awareness and behaviour change.
“Vitamin C is essential for keeping our immunity strong, supporting healthy skin, and helping protect the body from daily stress,” said Abbott associate director for medical affairs Ankith Rai. “Through this campaign, we aim to inspire people to take small, simple steps toward stronger immunity, healthier skin, and better bone health.”
The campaign builds on findings from a 2024 survey conducted by Ipsos, which highlighted a growing consumer focus on immunity and preventive care. The study found that seven in ten respondents associate good health with strong immunity and energy levels, while over half reported fewer sick days when taking Vitamin C supplements during seasonal changes.
Additional insights showed that 61 per cent of women linked Vitamin C intake to faster recovery from illness, and 65 per cent of respondents believe supplements help maintain overall health.
With preventive healthcare gaining traction in India, Abbott’s campaign reflects a broader shift toward everyday wellness habits rather than reactive treatment. By blending science with relatable storytelling, the company is aiming to make micronutrient awareness both accessible and actionable for consumers.
As health conversations move from clinics to content feeds, campaigns like this could play a key role in shaping how Indians think about nutrition in their daily routines.
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.
