Brands
American Swan ropes in Yo Yo Honey Singh as brand ambassador
MUMBAI: The global online fashion & lifestyle brand American Swan has signed up the Indian rapper Honey Singh as its brand ambassador. Launched in 2013, the brand is known for its smart casual wear for the youth and is targeted at the youngsters.
About the partnership Honey Singh said, “I am excited to partner with American Swan and to be able to connect with the youth and inspire them to chase their dreams and script their destinies. It has been a great year for me and I am looking forward to create a music video for the brand. The brand positioning resonates with my quintessential approach to my life, music & work. The video will see me style in looks that my fans haven’t seen before.”
American Swan will unveil the new identity along with the launch of its new collections-AS Premium and AS Original. As the youth in India look for global designs and standards with affordable pricing at the convenience of a click, American Swan expects to garner a significant share of the apparel & lifestyle market in the burgeoning ecommerce and mobile commerce market.
Speaking about the association, American Swan director & CEO Anurag Rajpal said, “We are glad to announce our association with Yo Yo Honey Singh. We hope will be an iconic new avatar. While we constantly aim at building a fashion brand that can resonate in the hearts and mind of Gen Y youth, these major milestones will only cement the evolution of American Swan as we take a constructive leap towards a major expansion across the online space.”
The brand has been promoting young talent since long by associating itself with various young achievers in past like Unmukt Chand , Shruti Hasan and Lauren Gottlieb and has espoused its Young Achievers campaign with them. The brand has also stepped into social media by initiating various online programme and formats like tweet store and beauty and the blogger event which has attained enormous success.
To reinforce the brand’s philosophy, the brand will soon invite showbiz aspirants to get a chance to be featured in the Yo Yo Honey Singh music video.
The company will build a customer base through a strong mobile, digital and social activation. The new brand video will be launched across touch points through a series of differentiated and engaging campaigns on website, social channels and mobile properties.
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.
