MAM
Indian ads that can do it at Cannes 2005
MUMBAI: While none of the Indian ads made it to the Top 50 Leo Burnett Cannes Predictions 2005, the agency, however, did take opinions from all Indian creative heads to list their best ads that stand a chance of winning the coveted Lion at the Cannes ad festival.
The 52nd International Advertising Festival is scheduled to take place in Cannes, France from 19 – 25 June.
Some of the ads that the creative honchos felt would make it to Cannes were showcased at the Leo Burnett Cannes Predictions 2005 that was held in Mumbai on 10 June.
In the Print category, Ambience Publicis ads for Hit, Playwin, The Economic Times’ supplement Brand Equity, Sanctuary magazine, Vicks Inhaler and Kama Sutra condoms were the ones that ranked high to win at Cannes this year.
On the other hand, Enterprise Nexus’ print ad for Parle G and an ad for Reusing Paper figured as top contenders.
Leo Burnett’s print ads for Atlas, McDonalds, Tide, Prerana and Sanctuary Asia stood tall to win a Cannes this year. Lowe’s public service ad titled ‘Death of emotions’ and Friends of the Tree ad titled ‘Save Trees, Trees Save’ were among the shortlisted.
McCann Erickson’s print ads for Band-Aid washproof, Big Babol and Hanes and Mudra’s public service ads for Cehat, Sanctuary Asia and Reliance water pipes were the ones that the creative heads felt were good enough to win at Cannes.
On the other hand, O&M’s ads for Pidilite Industries’ Fevicol, Hot Wheels and Hutch were the chosen ones. Redifussion’s print ads for Anacin, Colgate Navigator Plus toothbrush, Indian Oil’s public service ads warning people not to drink and drive, Eveready batteries, BMC’s public service ads to Save Trees titled – No Trees, No Water. No Water, No Trees, Nycil, Taj Garden Retreat and Indian Oil XtraMile; RMG David’s print ads for Stronglas and Uniquely Singapore and Saatchi & Saatchi’s ads for IV9 wine were the other coveted ones.
In the outdoor category, Ambience Publicis ads for Hit, Vicks Inhaler and Kama Sutra condoms; Enterprise Nexus’ ads for Killer Jeans and Aim; Leo Burnett’s ads for Atlas, Complan, McDonalds, Tide, Prerana, Bajaj Fans, Sanctuary Asia; Lowe’s ad for Adopt a rare bird, Friends of the Tree; McCann Erickson’s ads for Big Babol, Diet Coke; O&M’s ads for HLL’s Whiteness Soap, Fevicol; Saatchi & Saatchi’s Chantilli, Head & Shoulders Menthol and Pampers.com were the ones that ranked high to win at Cannes this year in the outdoor category.
In the Radio category, Leo Burnett’s spots for Koshish and McCann’s spots for Tata Indicom and Hanes were the ones which were shortlisted by the creative heads.
In the television commercial (TVC) category, Contract Advertising has the following two commercials which are contenders: Listerine (park bench) and Mid Day (train).
On the other hand, Everest Brand Solutions’ three ads for Tortoise (Ear, Knitting, Phone) were the ones that the agency felt stood a chance of winning a Lion this year. Earlier this year, Everest Brand Solutions won a Silver in the TVC category and a Gold in the campaign category for Tortoise at the Abby Awards.
McCann Erickson’s ads for Hanes undergarments, which again were a hit at the Abby Awards this year, were among the strong ones from McCann that could win. Apart from this, ads for Chlormint Happydent and Prayas by McCann also figured.
Leo Burnett’s public service ad for Autocar magazine; Lowe’s ad for Basmati Rice, Greenply, Saint Gobain Mirrors and Samarat Tractors; O&M ads for Chocotella, Tata Safari, Star Care Heros Project and VIP Frenchie X were the ones that will be taken to Cannes.
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.
