Brands
Aliens Tattoo launches Cause for the Paws with Peta India
Tattoo chain partners Peta India to fund community cat sterilisation
NATIONAL: Aliens Tattoo has launched Cause for the Paws, a long-term animal welfare initiative, committing 1 per cent of its annual net profits to programmes supporting community cats and dogs across India.
The initiative begins with a partnership with Peta India, under which the tattoo studio chain will support community cat sterilisation and medical care through Peta India’s ongoing programme. The company said the focus is on sustainable population management rather than short-term relief.
Aliens Tattoo said the programme grew organically from daily studio life, where community animals have long been fed, treated and accommodated alongside clients and their companion pets. What began as informal care has now been formalised into a structured social responsibility effort aimed at delivering measurable outcomes.
Under Cause for the Paws, 1 per cent of annual net profits will be allocated to verified animal welfare initiatives, including sterilisation, medical treatment, food support and shelter assistance. The funds will be deployed annually, with the company emphasising transparency, accountability and long-term impact. The current allocation is being directed entirely towards Peta India’s community cat sterilisation work.
“At Aliens Tattoo, art and empathy have always gone hand in hand,” said Aliens Tattoo founder Sunny Bhanushali . “This initiative allows us to turn everyday care into long-term action, using our platform to give back to the community animals who have been part of our journey.”
The launch was marked by a dedicated event attended by members of the animal welfare community, companion animal parents and industry partners. Support for the initiative came from Maneka Gandhi, People For Animals, Heads Up For Tails and Pedigree, among others.
While Peta India is the first partner, Aliens Tattoo said Cause for the Paws has been designed as an open platform, with plans to collaborate with additional verified animal welfare organisations across the country. Future plans include city-level programmes, support for rescue networks and shelters, and annual “Ink for a Cause” campaigns linking tattoo sessions directly to welfare funding.
The company said the initiative reflects a broader shift towards integrating purpose into its creative ecosystem, particularly as more clients choose tattoos to honour or memorialise their animal companions: a trend that has reinforced the emotional connection between art and advocacy.
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.
